The Italian government is seeking to clamp down on fake and paid-for online reviews in an effort to protect the country’s hotels, restaurants and tourist attractions from misleading and damaging content.
Under a draft law announced this week, which still needs to be approved in parliament, anyone wanting to write an online review would be required to provide verifiable ID and proof that they visited the place in question.
While fake reviews are already illegal in the southern European country, policing the violations is challenging.
According to the draft law, reviews will have to be posted within 15 days of the visit and must be relevant and detailed. If false, they can be removed at the request of the business in question.
In addition, businesses will be able to seek the removal of reviews that are more than two years old if they are no longer relevant. Reviews that are paid-for or sponsored via incentives will also be illegal.
It is unclear who will decide whether or not a review is fake, but the responsibility of checking the appraisals and handing out eventual fines will be given to Italy’s anti-trust watchdog.
“Today marks an important step for the protection of our businesses,” said Daniela Santanché, Italy’s tourism minister. “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.”
Italy’s ministry of enterprises said fake or manipulated reviews affected between 6% and 30% of the revenue of businesses in the hospitality and tourism sector.
Codacons, the Italian consumer group, said the bill was “a necessary step to protect consumers and businesses”.
The measure was also welcomed by the business federation Fipe-Confcommercio. “The plague of false reviews has for too long put the catering sector and public establishments at risk, creating economic damage and compromising consumer confidence,” said Roberto Calugi, the federation’s general director.
“It is no longer tolerable that business activities suffer the consequences of fraudulent and untruthful judgments, which often translate into unfair competition and hidden advertising.”
after newsletter promotion
However, others expressed concerns over privacy and fears that the ban on anonymous reviews might drastically reduce the number of online comments about hotels and restaurants.
“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,” Michele Carrus, chair of consumer association Federconsumatori, told Reuters. “The problem needed to be addressed. It’s difficult to do it the right way, but I’m confident we can achieve that during the parliamentary debate.”
Catia Silvestri, who manages L’antico Caffè della Pigna in central Rome, welcomed the regulations but said that, on the whole, she is in favour of reviews. “Everyone should be able to express their opinions,” she said. “Fortunately, we haven’t had any issues. Reviews are subjective, but can help to ensure an establishment always provides good quality.”
