Italy’s tourism sector has long struggled with fraudulent reviews. These misleading ratings—written by individuals who never visited or exaggerated their experiences—have caused significant financial harm. The Ministry of Enterprises estimates that fake reviews can reduce a business’s revenue by up to 30%.
A new draft law in Italy aims to curb fake reviews. It mandates that reviewers provide proof of their visit, such as a receipt or booking confirmation. Anonymous feedback is now prohibited, and reviews must be submitted within 15 days of the experience. Outdated or irrelevant reviews may be removed.
The legislation also bans paid reviews and pre-written feedback, practices once common among unscrupulous marketing firms. Businesses are prohibited from offering rewards or discounts in exchange for positive reviews.
Under the new law, hotels and restaurants can now request the removal of inaccurate or outdated reviews. For example, complaints about missing amenities that have since been added will no longer be left unaddressed. Tourism Minister Daniela Santanché emphasized that honest reviews are crucial for business success and consumer trust.
Major review platforms are adjusting to the new regulations. Booking.com already verifies its reviewers, though it has not yet detailed how it will align with Italy’s new law. Tripadvisor, meanwhile, reported removing 2.7 million fake reviews in 2024.
Many Italian hotels have experienced the damaging effects of fake reviews, often written by disgruntled customers or competitors. Simona Lollini, from Palazzo di Varignana, noted that some reviews are based more on personal expectations than facts. The new law aims to balance the right of consumers to express their opinions with businesses’ right to defend their reputation.
Italy’s crackdown on fake reviews aims to provide tourists with trustworthy information. By requiring proof of visit and removing misleading content, the law seeks to restore confidence in local businesses. This initiative comes as the EU prepares to implement the European Travel Information and Authorization System (ETIAS), further reinforcing digital travel security.
Italy’s move against fake reviews represents a broader shift towards accountability in both tourism and public policy. Similar to immigration regulations, the law involves identity checks and proof of experience, demonstrating how digital systems can ensure fairness and transparency in the hospitality industry.
The law’s impact could be far-reaching, influencing how the EU handles digital tools and combating fraud. With penalties of up to €10 million for non-compliance, Italy’s approach highlights the importance of honesty and transparency in both business practices and digital governance.
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