Italy is introducing stricter rules to combat fake and misleading reviews in its hospitality industry. The new measures require proof of a visit for reviewers and prohibit giving incentives for positive comments. The move aims to protect businesses and ensure the integrity and reliability of reviews, which are crucial for the success of companies and the trust of consumers and tourists, as stated by the country’s tourism minister, Daniela Santanché.
A chef and the president of the Ambasciatori del Gusto association, Alessandro Gilmozzi, who supports the legislation, personally experienced the issue when a reviewer falsely claimed to have eaten at his restaurant. The misuse of reviews, whether intentional or not, can cause significant harm, he pointed out.
According to Italy’s ministry of enterprises, the impact of false or manipulated content on businesses in the hospitality and tourism sectors can range from 6 to 30% of their revenue. Many establishments have reported receiving reviews that misrepresent their offerings or services.
The new proposed law requires anyone writing a review to provide evidence of their visit and valid identification. Reviews must be published within 15 days of a visit to ensure they are recent and genuinely reflect the customer’s experience. Payment or incentives for reviews are strictly forbidden.
Businesses will be given the right to contest and request the removal of reviews they believe to be false or misleading. The legislation is not specific about how popular review websites like Booking.com and Tripadvisor will enforce the new rules, such as verifying the proofs of visit.
Review sites have been tackling fake reviews as a global concern. Tripadvisor, for example, removed 2.7 million fraudulent reviews in 2024. The company also took action against incentivized reviews, where customers are rewarded with benefits for positive feedback.
The fines for non-compliance with the new Italian rules range from €5,000 to €10 million, reflecting the government’s commitment to safeguarding the reputation and trustworthiness of its tourism industry against deceptive practices.
Source: https://www.euronews.com/travel/2025/03/27/fundamental-for-tourists-trust-why-italy-is-cracking-down-on-fake-hotel-and-restaurant-rev
