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Italian authorities are looking to crack down on fake and paid-for reviews posted online in an effort to protect businesses and offer trustworthy appraisals for tourists and customers.
A draft law was announced on Tuesday that, if approved by the Italian parliament, would require anyone who is writing an online review to provide verifiable identification as well as proof that they visited the place they are commenting on.
This proposal comes as an attempt to keep competition within the tourism and hospitality sector fair and transparent. Fake reviews are already illegal in Italy, but regulating the practice is challenging.
The Italian ministry of enterprises said that fake or manipulated reviews of businesses such as hotels and restaurants have affected between 6 per cent and 30 per cent of its revenues, The Guardian reports.
The draft law states that reviews should be posted within two weeks of the visit, and must only include relevant information and details.
If reviews prove false or are over two years old and are no longer relevant, the write-ups can be removed at the request of the business.
It is unclear who decides what constitutes a fake review, but it will be up to an Italian anti-trust watchdog to hand out fines, the outlet reported. Reviews that are paid for or sponsored will also be illegal.
“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.”
While the draft law has been welcomed by some lobbyists, others are concerned that making writing a review an anti-anonymous practice will drive down the number of posted reviews about businesses.
“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, chairman of consumer association Federconsumatori, told Reuters.
“The problem needed to be addressed,” he added. “It’s difficult to do it the right way, but I’m confident we can achieve that during the parliamentary debate.”
For more travel news and advice, listen to Simon Calder’s podcast
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