If you've ever searched “best VPN” on Google, chances are you’ve seen the same names repeated over and over—NordVPN, ExpressVPN, Surfshark.
These VPNs consistently top every major review site, creating the illusion that they are the only reliable choices. But what if those reviews weren’t as independent as they claim? Behind many “trusted” VPN review sites are affiliate deals, corporate ties, and even shared ownership with the very products they rank.
In this article, we’ll expose the hidden relationships between VPN providers and review platforms, show you how to spot biased VPN reviews, and help you find sources you can actually trust. If your privacy matters, knowing who’s really behind the rankings is step one.
The Rise of Affiliate VPN Review Sites
Over the past decade, affiliate marketing has quietly become the driving force behind most VPN review content. Here's how it works: a website ranks VPN services, places affiliate links to those providers, and earns a commission every time a user clicks and subscribes.
At face value, this seems like a fair exchange. But it opens the door to conflicted recommendations. Since VPN providers offer vastly different affiliate payouts (with some exceeding $100 per user), many review sites prioritize profits over transparency.
Instead of ranking VPNs based on encryption strength, no-log policies, or independent audits, some sites rank them based on how much money they can earn from each referral.
Affiliate-driven reviews are not illegal — but when they masquerade as impartial journalism, users are misled.
VPN users, especially professionals and privacy advocates, often seek tools to protect their personal and professional data. When review sites manipulate rankings for profit, they compromise that very goal.
This creates a paradox: people seeking privacy tools are relying on information that is commercially manipulated and often lacks proper disclosures.
That’s why understanding who funds a review platform is crucial. Sites like SafePaper disclose their methodology and avoid affiliate partnerships, offering a different approach to VPN testing.
Many users assume that tech review sites are run by cybersecurity experts or tech journalists. In reality, several are operated — or at least influenced — by the VPN companies themselves or the parent corporations that own multiple VPN brands.
Let’s break down some of the major players:
NordVPN, Surfshark & Atlas VPN – All Under Nord Security
NordVPN is owned by Nord Security, previously tied to Tesonet, a Lithuanian tech incubator.
Surfshark, which began independently, merged with Nord Security in 2022.
Atlas VPN, another Tesonet-backed brand, was acquired by Nord Security and discontinued in 2024.
These three VPNs have consistently topped VPN review sites — often appearing as separate “top choices.” But in reality, they’re all part of the same corporate family, often sharing infrastructure and marketing teams.
If NordVPN, Surfshark, and Atlas VPN are all recommended as separate “top 3” VPNs, readers believe they’re being offered diverse options. In reality, it’s just one company dominating the list under different names.
Kape Technologies — a cybersecurity company with a controversial background — owns:
ExpressVPN
CyberGhost
Private Internet Access (PIA)
ZenMate VPN
Kape also owns or funds review sites like:
vpnMentor
Wizcase
VPNCenter
In 2021, Kape acquired ExpressVPN for $936 million. This purchase came after acquiring PIA and CyberGhost — meaning Kape now controls multiple major VPN brands and multiple top-ranking VPN review websites.
You read that right: the company selling VPNs also writes “objective” reviews promoting those very products.
Would you trust a restaurant review if the reviewer owns the restaurant chain? Probably not. The same logic applies here — but it's often hidden from users.
Ziff Davis is a digital media conglomerate that owns both:
Major tech publications: CNET, PCMag, Mashable, LifeHacker
VPN services: IPVanish, StrongVPN, WLVPN
These outlets review VPNs while also being owned by a company with a vested interest in specific VPN products. Their affiliate links generate revenue while maintaining the image of neutral journalism.
We first came across this investigation via HackerNoon’s September 7, 2025 TechBeat roundup, which featured SafePaper’s deep dive: VPN Relationship: How Hidden Ties Hype Up VPN Brands, authored by Paige West.
Here’s a summary of how concentrated the market is:
| Parent Company | Owned VPN Brands | Also Owns Review Sites? |
|---|---|---|
| Nord Security | NordVPN, Surfshark, Atlas VPN (discontinued) | Possibly via Tesonet |
| Kape Technologies | ExpressVPN, CyberGhost, PIA, ZenMate | Yes – vpnMentor, Wizcase, VPNCenter |
| Ziff Davis | IPVanish, StrongVPN, WLVPN | Yes – CNET, PCMag |
| Gen Digital (Norton) | Norton VPN, Avast, AVG, Avira VPNs | Partial reviews |
Once you understand the ownership web, the next step is recognizing the tactics these sites use to present paid placements as trustworthy recommendations. These aren’t always outright lies — often, the deception is in what’s left out.
Here’s how biased VPN reviews quietly shape your choices.
Words like “fastest,” “most secure,” “best value” are plastered across VPN comparison tables — with little to no supporting data. These labels are often subjective, or worse, planted through marketing materials provided by the VPN company itself.
Real example:
“NordVPN is the most secure VPN in 2025.”
— But the review doesn’t reference audit reports, encryption standards, or vulnerabilities.
What to watch for: Look for linked sources. If a VPN is called “best for privacy,” it should reference independent security audits, bug bounty programs, or real-world data breaches (or lack thereof).
Many VPN review sites label one service as the “Editor’s Pick” or “Top Choice” — but this isn’t based on features. It’s often determined by which VPN pays the highest per-sale commission.
Some VPNs offer double or triple the commission rates of others.
This creates an incentive to boost lesser-quality services that are more profitable to promote.
Behind the curtain: Some sites even negotiate higher rates in exchange for a top spot.
Remember the companies mentioned earlier — like Kape and Ziff Davis? Their multiple VPN brands are often recommended across their multiple owned websites.
You may think you're consulting five different sources, but they’re actually sourced from one marketing department.
Example:
vpnMentor, WizCase, and VPNCenter are all linked to Kape Technologies, which owns ExpressVPN and CyberGhost.
These VPNs consistently appear as top three on all three sites.
What to watch for: Use a tool like SimilarWeb or Whois Lookup to check ownership. You may be surprised how many “independent” sites are actually connected.
Some VPNs simply don’t offer affiliate programs — or choose not to participate in high-commission placements. As a result, they’re either buried or excluded entirely, regardless of quality.
Examples of solid but underrepresented VPNs:
Mullvad VPN — strict no-logs, anonymous payment, open-source clients
Windscribe — strong privacy model, generous free tier, transparent leadership
IVPN — based in Gibraltar with strong privacy policy and no trackers
These rarely show up in mainstream top 10 lists, despite community trust and transparency.
Why?
Because recommending them doesn’t generate revenue for the review site.
Some sites do mention affiliate links — but in fine print, buried below the fold, or behind vague wording like:
“We may earn a small commission if you purchase through our links.”
This sounds harmless — until you realize:
The entire ranking is built around commission potential
The site’s editorial policy is influenced by those earnings
Some sites don’t test the VPNs themselves — they rely on press kits
What to watch for:
Look for explicit affiliate disclosure, testing methodology transparency, and team bios. A legitimate site should proudly explain how it funds its work without misleading readers.
If there’s one takeaway from this article, it’s this:
Most VPN review sites aren’t built to help you — they’re built to earn from you.
Behind the polished headlines, “Editor's Picks,” and familiar brand names, the VPN review ecosystem is dominated by a small handful of companies, many of whom own both the VPNs and the review sites themselves.
This doesn’t mean all big VPNs are bad. But it does mean that if you truly care about your digital privacy, you need to question the source — not just the score.
Before you choose your next VPN:
Do a little digging.
Ask who owns what.
Trust real communities, not just top 10 lists.
The truth is out there — but it usually isn’t the first Google result.