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Chris Emmins
Founder of About This Business. Co-founder and CEO of KwikChex. Fighting online misinformation since 2009.
Key facts
At a glance.
Career
Before KwikChex
Chris spent many years in corporate communications, providing strategy-led services to major businesses including AXA Insurance, Dell, BT, Reuters, Canon, Royal Bank of Scotland and Toyota.[1] Two major corporate frauds — both driven by large amounts of misinformation — badly affected him and his businesses, and shaped what he did next.[1]
Online integrity
KwikChex
In 2009 Chris helped set up KwikChex, incorporated in 2010 in Bournemouth (it later moved to Taunton), to tackle online misinformation and fraud.[1][2][3] Working with businesses, consumer-protection bodies, government and law enforcement, KwikChex says it has helped thousands of consumers get redress and refunds, helped businesses fight online defamation, and supported legal action against rogue traders.[1]
Record
Selected investigations
- 2011
KwikChex and two hotels complained to the UK Advertising Standards Authority about TripAdvisor's trust claims; the complaint was upheld and TripAdvisor had to drop “reviews you can trust” in the UK.[5]
- 2013
A KwikChex investigation exposed a hotel-group executive posting anonymous reviews praising his own company's hotels and criticising rivals.[6]
- 2015
Chris appeared on a BBC News investigation after KwikChex found most reviews for a lender on Trustpilot were fake, one using the identity of a woman who had died.[7]
- 2018
Worked with BBC News on food hygiene at takeaways listed on Just Eat, calling for official hygiene ratings to be shown; Just Eat began displaying them in 2019.[8]
- 2019
Wired reported KwikChex findings on how an estate agency's Trustpilot reviews and ratings were being manipulated.[9]
- 2019
KwikChex received the CTSI Hero Award for its work on behalf of consumers, particularly on timeshare scams.[4]
- 2025
Contributed to BBC Rip Off Britain's investigation into a firm accused of targeting timeshare owners with fraudulent legal services.[10]
- 2025
The Guardian reported KwikChex's investigation into suspected scam investment firms exploiting Trustpilot reviews.[11]
- 2026
Assisted BBC Rip Off Britain's investigation into fractional-ownership holiday products.[12]
Purpose
Why About This Business
Founder's statement — pending approval
After years of seeing how fake and inaccurate online information harms both consumers and honest businesses, Chris founded About This Business to give every business one sourced, owner-approved record of the facts — so customers, partners and AI can rely on it.
Links
Find Chris online
Evidence
Sources
- [1]
Chris Emmins
Personal website · chrisemmins.com/
- [2]
KwikChex
Wikipedia · en.wikipedia.org/wiki/KwikChex
- [3]
KWIKCHEX LIMITED (07376192), officers
Companies House · find-and-update.company-information.service.gov.uk/company/07376192/officers
- [4]
“Business saving consumers potentially millions from fraud earns CTSI Hero Award”
Chartered Trading Standards Institute, 2019 · www.tradingstandards.uk/news-policy/news-room/2019/business-saving-consumers-potentially-millions-from-fraud-earns-ctsi-hero-award
- [5]
“TripAdvisor banned from claiming its reviews are real”
The Telegraph · www.telegraph.co.uk/travel/news/Tripadvisor-banned-from-claiming-its-reviews-are-real/
- [6]
“TripAdvisor reviewer exposed as hotel executive”
The Telegraph · www.telegraph.co.uk/travel/news/TripAdvisor-reviewer-exposed-as-hotel-executive/
- [7]
“Fake online customer reviews for sale, BBC finds”
BBC News, 2015 · www.bbc.com/news/av/business-33186836/fake-online-customer-reviews-for-sale-bbc-finds
- [8]
“Just Eat listings include takeaways given zero ratings for hygiene”
BBC News, 2018 · www.bbc.co.uk/news/uk-45888709
- [9]
“Are Purplebricks' glowing Trustpilot reviews too good to be true?”
Wired UK, 2019 · www.wired.co.uk/article/purplebricks-trustpilot-reviews
- [10]
Rip Off Britain, Series 17, Episode 5: Timeshare Nightmare
BBC iPlayer, 2025 · www.bbc.co.uk/iplayer/episode/m002b1ld/rip-off-britain-series-17-5-timeshare-nightmare
- [11]
“Scam investment firms exploit Trustpilot review system”
The Guardian, 19 Oct 2025 · www.theguardian.com/money/2025/oct/19/scam-investment-firms-exploit-trustpilot-review-kwikchex
- [12]
Rip Off Britain, Series 18, Episode 15
BBC iPlayer, 2026 · www.bbc.co.uk/iplayer/episode/m002wm4k/rip-off-britain-series-18-15-my-timeshare-is-worth-less-than-when-i-bought-it
Compiled from public sources, November 2026.