Italy is taking decisive steps toward regulating tourism reviews with a groundbreaking proposed law. The legislation, currently under consideration by the Italian parliament, seeks to ensure the authenticity and accuracy of reviews for establishments such as hotels, restaurants, and private sites. Under this law, tourism entities could request the removal of negative reviews, even if true, after two years, provided the issue has been addressed. Additionally, the law imposes stricter guidelines requiring reviewers to verify their experiences with a valid ID and to prove their visit within two weeks of posting a review.
The proposed legislation shifts significant responsibility to travel review platforms like Tripadvisor. These platforms must verify that reviewers have genuinely visited the establishments they critique. In doing so, the law aims to curb the prevalence of paid positive reviews and prevent businesses from offering discounts or incentives in exchange for favorable feedback. This initiative marks a significant regulatory intervention in the European tourism market.
The Communications Regulatory Authority would enforce this legislation, ensuring compliance across the sector. Although the current scope covers only hospitality services, there is potential for the bill to expand to include goods and services, impacting international sites such as Amazon. If passed, this law would be the first of its kind in Europe, setting a precedent for other nations.
Italian Tourism Minister Daniela Santanchè has expressed her support for the proposal, underscoring its importance for the industry.
“Today marks an important step for the protection of our businesses,” – Daniela Santanchè
She emphasized the government's commitment to safeguarding the entrepreneurial fabric of Italian tourism.
“We are keeping our commitment made in defending the entrepreneurial fabric of Italian tourism by guaranteeing a fair and transparent market.” – Daniela Santanchè
Santanchè also highlighted that this regulatory intervention would ensure reviews remain a reliable source when choosing hotels or restaurants.
“regulatory intervention” will guarantee that reviews, which are often the primary factor in deciding to book a hotel or make a restaurant reservation, will be truthful, – Daniela Santanchè
The proposed law has not been without its critics. Assoutenti, an Italian association representing nonprofit organizations, has pointed out a significant omission: social media platforms remain outside the purview of this legislation.
“Any measure that guarantees greater transparency to consumers in the choice of products and services is welcome,” – Assoutenti
However, they advocate for broader coverage. Similarly, Confescercenti Nazionale, representing small tourism entities, argues that the law does not extend far enough in its current form.
