Feefo seems to be short for "fee for feedback faking". As mentioned by several others below they do not publish negative reviews on AutoTrader. I had a terrible and fully verifiable experience with AutoSmart Ltd of Leopold Street, Birmingham who sold me a defective car which broke down with major gearbox failure within 30 days. Although this automatically entitled me to a full refund under the Consumer Rights Act, the dealer behaved appallingly throughout. I was only able to get most of my money back in the end after using the AA Mediation Service, so my case is well documented. Yet I am unable to leave a review to this effect to warn other customers about the dealership.