Italy is set to introduce a groundbreaking law aimed at tackling the growing problem of fake and fraudulent online reviews that impact the country’s tourism industry. The proposed legislation, which is currently under consideration by Italy’s parliament, would hold travel review sites like Tripadvisor accountable for ensuring that reviews are not only genuine but also free from any form of manipulation or incentivized praise. This proposed change has stirred significant interest in the tourism sector, as Italy seeks to create a fairer, more transparent market for both businesses and consumers.
The Key Features of the Proposed Law
The law, championed by Italy’s tourism minister, Daniela Santanchè, proposes a number of significant changes to the way online reviews are handled. Under the new regulations, individuals leaving reviews on platforms such as Tripadvisor will be required to verify their identity with a valid ID. Furthermore, reviewers must prove that they visited the establishment they are reviewing within a two-week period prior to submitting their review. This move aims to ensure that reviews are authentic and written by individuals with firsthand experience of the business.
The law’s primary objective is to curtail unfair competition within Italy’s vibrant tourism sector by cracking down on fraudulent reviews. It also targets “hidden advertising” and the growing trend of incentivized positive feedback, which often skews consumer perception of a business’s quality. Minister Santanchè argues that by ensuring reviews are truthful, the law will help protect businesses, particularly small and medium-sized enterprises, and boost the overall quality of the tourism experience in Italy.
Impact on Reviews and Business Reputation
One of the most notable aspects of the proposed law is its impact on how reviews are written and managed. Not only will reviews be subject to verification, but businesses such as hotels and restaurants will be given the right to challenge negative feedback. The legislation grants them the ability to request the removal of a review—whether positive or negative—if they can prove that the issue highlighted in the review has been resolved. This provision would allow businesses to request the removal of a review even if it is accurate, but only after two years if improvements have been made and the issue is no longer relevant.
This measure has been designed to help businesses protect their reputation in an environment where online reviews play an increasingly important role in shaping consumer behavior. By allowing businesses to request the removal of outdated reviews, the government aims to ensure that a business’s online reputation reflects its current state of service, rather than lingering negative opinions that may no longer be applicable.
Crackdown on Influencers and Paid Reviews
The legislation also takes aim at influencers and the rising practice of paying for positive reviews. It will become illegal for businesses to offer incentives such as discounts, gifts, or payments in exchange for positive reviews. This measure seeks to prevent the manipulation of reviews, which can often mislead consumers into making decisions based on biased or dishonest recommendations. Italy’s Communications Regulatory Authority will be tasked with enforcing the law, though guidelines and codes of conduct for compliance are still being developed.
The law’s scope, however, extends beyond just review platforms like Tripadvisor. Consumer advocacy groups like Assoutenti argue that social media influencers who review restaurants, spas, and hotels should also be regulated. Many of these influencers share reviews that appear to be impartial but may be the result of commercial agreements or undisclosed gifts. These influencers, they argue, often fail to disclose such relationships to their audiences, leading to a lack of transparency in the decision-making process.
Responses from Business Associations
While the proposal has received strong backing from the Italian government, it has also sparked mixed reactions from the industry. Confescercenti Nazionale, an association representing small tourism businesses, expressed disappointment with the bill, arguing that it falls short of addressing the real challenges faced by Italy’s micro, small, and medium-sized tourism enterprises. The group was expecting more comprehensive measures to support these businesses, particularly those in the hospitality sector that rely heavily on positive online reviews to attract customers.
On the other hand, Assoutenti has welcomed the bill but believes it should be extended to include social media platforms, where influencers and content creators are frequently paid or incentivized to post reviews. The group emphasized that influencers who review products and services on social media should be held to the same standards as those posting on dedicated review platforms.
A Step Toward Greater Transparency in the Tourism Sector
If passed, the bill will mark a significant shift in the way Italy manages online reviews and influencer marketing. The country would become the first in Europe to introduce such a law, and the implications of this move could have a far-reaching impact on the broader tourism industry across the continent. As more consumers rely on online reviews to make decisions, the need for transparency and fairness has become increasingly crucial.
In the long run, the Italian government hopes that the law will create a level playing field for businesses in the tourism sector, allowing them to compete based on the quality of their services rather than their ability to manipulate online feedback. By ensuring that reviews are verified and genuine, the legislation aims to protect consumers from misleading information, ultimately fostering greater trust in the travel industry.
While the bill currently only applies to hotels, restaurants, and other private tourism businesses, there is the potential for it to extend to goods and services in the future, including those sold on global platforms like Amazon. As the legislation moves through parliament, all eyes will be on Italy as it leads the way in setting new standards for online review transparency.
