Italy’s Bold Move to Combat Fake Reviews: New Rules for Authenticity

Italy is taking a significant step to ensure the authenticity of reviews in its hospitality sector. The Italian government has introduced new regulations aimed at curbing the prevalence of fake reviews for hotels and restaurants. This initiative is designed to protect both businesses and consumers from misleading information that can impact trust and revenue.

The Problem with Fake Reviews

Fake reviews have long been a challenge in the hospitality industry, affecting between 6% and 30% of business revenue, according to Italy’s ministry of enterprises. These reviews can be either mistaken or malicious, often written by individuals who have never visited the establishment or are influenced by external factors such as unfair competition. Simona Lollini, Director of Revenues at Palazzo di Varignana, highlights the importance of genuine reviews for maintaining fairness and helping potential guests understand the true value of an experience.

New Regulations for Authenticity

To address this issue, Italy has proposed a draft law that requires proof of visit, such as a receipt, and verifiable identification for anyone wishing to write a review. Reviews must be submitted within 15 days of the visit and should be detailed and relevant. The legislation also prohibits incentivized reviews, where businesses offer freebies in exchange for positive feedback. Establishments will have the right to request the removal of false or misleading reviews and can ask for outdated reviews to be taken down.

Impact on Review Platforms

The new rules pose a challenge for review platforms like Booking.com and Tripadvisor, which will need to adapt to these requirements. Booking.com has stated that it already has a system in place where only customers who have booked through their platform can leave reviews. However, they are monitoring the development of the law to ensure compliance.

Enforcement and Penalties

The responsibility for enforcing these regulations will fall to the Italian Competition Authority, which will determine the authenticity of reviews and issue fines ranging from €5,000 to €10 million for violations. This move reflects the frustrations of hospitality businesses, which have long dealt with the consequences of misleading reviews without recourse.

A Step Towards Trust

Italy’s initiative is part of a broader effort to combat fraudulent reviews globally. Tripadvisor’s recent transparency report highlights the ongoing battle against fake reviews, with the company removing millions of fraudulent entries in 2024. By implementing these new rules, Italy aims to foster a more trustworthy environment for both businesses and consumers in the tourism sector.