Italy Introduces Strict Rules Against Fake Reviews

italy - Italy is taking steps to combat fake reviews online by introducing new regulations to protect the integrity of the tourism industry.

The Italian Minister of Tourism, Daniela Santanchè, is cracking down on fake online reviews of hotels, restaurants, and tourist attractions. These reviews can cause significant harm and are often not written for noble reasons, according to Santanchè.

Issues such as fraud, scams, and unfair competition can underlie certain reviews. There are also cases where bribery is involved, with individuals being paid to write overly positive reviews.

The Cabinet has approved a unique bill to address this issue, which now needs to be passed by parliament where the government holds a majority. Santanchè stated, "This measure aims to protect entrepreneurship in Italian tourism by ensuring a fair and transparent market. Reviews, made truthful by these regulations, are fundamental for the success of businesses and for building trust among consumers and tourists, thus enhancing the credibility of the Italian system."

It is essential that only consumers who verify their identity and actual use of a service or product qualify to leave reviews. The reviews they write must be detailed and relevant, published within fifteen days of using the service, visiting the place, or purchasing the product.

The reviewed establishments have the right to respond to reviews that are incorrect, misleading, excessive, outdated (over two years old), or related to changed circumstances.

The proposed law prohibits the buying and selling of reviews, whether between businesses or intermediaries, attributing reviews to products or services other than those actually reviewed, as well as promoting or influencing reviews through certain incentives.

The Italian authority overseeing competition and the market will define codes of conduct for online platforms' administrators and reviewers. These codes aim to ensure the reviewers' identities, the authenticity of the reviews, and transparency and impartiality.

The competition and market authority will monitor compliance with these rules and may penalize violations. The new provisions do not apply to reviews published before the law comes into effect.

The Italian consumer association, Assoutenti, views the bill positively. The organization stated, "Any measure that provides consumers with more transparency when choosing products and services is welcome." However, Assoutenti believes that the bill should not only apply to official websites but also to social media. They pointed out the numerous influencers who review restaurants and accommodations daily, providing what appear to be personal and impartial opinions but may actually result from undisclosed commercial agreements or gifts."