Italy unveiled new legislation aimed at regulating online reviews of hotels, restaurants, and tourist attractions to combat fake, misleading, and paid-for reviews. Under the proposed law, reviewers must provide valid identification and proof of their visit within 15 days of writing a review, ensuring that only consumers who have actually used the service or purchased the product can leave reviews.
The legislation tightens rules on online reviews to combat unfair competition and false information. It prohibits the purchase and sale of reviews, even between entrepreneurs and intermediaries, and makes it illegal to offer influencers incentives for positive reviews. The Italian Competition Authority (Agcm) will monitor compliance with the new rules and can sanction violations.
The bill allows reviewed establishments to respond to reviews and request the deletion of those that are false, misleading, or excessive. It also prohibits attributing reviews to products or services different from those actually evaluated.
"Today marks an important step for the protection of our businesses. Reviews, which thanks to this regulatory intervention will actually be truthful, are fundamental for the success of companies and for the trust of consumers and tourists," said Italy's Tourism Minister, Daniela Santanchè, according to Il Messaggero. She added that truthful reviews will protect jobs and enhance the quality of tourism.
According to ANSA, consumer associations have welcomed the move.
"Fake reviews are a problem for fair competition between companies because they can have a big impact on sales, and are also a problem for consumers who can be misled," said Michele Carrus, chairman of consumer association Federconsumatori, according to Reuters.
The proposed law is the first of its kind in Europe and still needs parliamentary approval to come into force. It aims to ensure fair and transparent evaluations of online reviews, protecting both consumers and businesses.
The bill also includes measures to improve access to credit for SMEs, coordinate production supply chains, promote generational turnover, and facilitate the hiring of young people. It introduces new tax incentives for companies that join a network contract, with the suspension of taxes on profits destined to finance investments planned in the common program, as reported by Il Giornale.
Adolfo Urso, Italy's Minister of Enterprises and Made in Italy, stated that the bill represents a "turning point for the country's industrial policy," enhancing the role of SMEs as the "beating heart of the national economy" through a regulatory system aimed at innovation, competitiveness, and growth, according to Il Messaggero.