end of fake reviews for hotels and restaurants, a revolution for travelers?

In Italy, online reviews of hotels, restaurants and tourist attractions could soon face increased scrutiny. The government, under the leadership of the Minister of Tourism Daniela Santanchè, is planning ambitious legislation to curb the fraudulent practices which are plaguing the sector. Chapter IV of the bill details a precise framework: the objective is to regulate online reviews relating to restaurants, tourist facilities (accommodation, thermal baths, etc.) and attractions located on Italian territory.

With this measure, Rome wishes to protect both consumers and industry professionals. “We must ensure that every visitor can trust authentic reviews, and thus preserve our country's reputation as a tourist destination of excellence”declared the minister in a video message published on the ministry's social networks. “Together we will put an end to this illegal practice: there will be more transparency and, above all, there will be no unfair competition.”

Reinforced control for platforms

Concretely, digital platforms such as TripAdvisor, Google or Booking.com will have to verify the identity of Internet users before validating their opinions. Users will need to provide an official ID or passport to certify their authenticity. This information, according to the text, will not be made public but will only serve to guarantee the transparency and integrity of online comments.

This system, although ambitious, raises questions. While some welcome an initiative which could stop the proliferation of biased or paid opinions, others fear abuses in terms of the protection of personal data.

A model for other European countries?

Fake reviews represent a scourge that goes beyond Italian borders. According to a European study, up to 25% of online reviews could be biased or purely fictitious. The Italian bill could thus become a model in other countries facing the same issues, such as France or Spain, where the regulation of digital platforms is regularly debated.

For Italy, the third European tourist destination behind France and Spain, the issue is strategic. After a lean period due to the pandemic, tourism has finally recovered. According to a study published by UN Tourism, the country is positioned in fourth place among the most visited destinations in the world in 2023 with 57 million international tourists, behind France (100 million), Spain (85 million) and the United States (66 million). But last December, the growth forecast for 2024 halved, so it is essential to preserve the confidence of international visitors.

Between transparency and administrative constraints, the implementation of this reform promises to be complex. However, this initiative could well redefine the rules of digital tourism and reinforce Italy as a model of integrity in an industry where competition is fierce. A first step to making online speech more reliable and credible.

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