The invention relates to a system and a method for evaluating the reputation of a given entity by a primary evaluation centre, comprising the following steps: reception at the primary evaluation centre of a request by an applicant transmitting a request for an evaluation of the reputation of the given entity, processing by the primary evaluation centre of the applicant's request in order to formulate a personalized evaluation of the reputation of the given entity according to processing rules dependent on the characteristics of the applicant known to the primary evaluation centre, and sending of an answer to its request by the primary evaluation centre, to the applicant.