Italy, as one of the world’s leading tourist destinations, has decided to tackle fake and misleading reviews in the hospitality industry. The new regulations are aimed at protecting hotels and restaurants. Implementing stricter rules for posting comments on online platforms ensures transparency and fair business practices in the tourism sector.

Proof of visit as a requirement for reviews

Under the new rules, visitors will have to prove that they actually stayed at a particular hotel or dined in a restaurant before leaving a review. Additionally, any review written in exchange for a reward or any kind of benefit will be prohibited. This measure is intended to eliminate the possibility of fabricated comments.

Renowned Italian chef and president of the “Ambassadors of Taste” association, Alessandro Gilmozzi, emphasized how even the smallest misinformation can damage the reputation of hospitality establishments. He cited an example of a guest mentioning a dessert in a review that had never been part of his restaurant’s menu, highlighting how easily misunderstandings and harmful consequences can arise.

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Financial impact of fake reviews

Statistics from Italy’s Ministry of Entrepreneurship reveal that rating manipulations can lead to a revenue decline of 6% to as much as 30% for hotels and restaurants. This issue has become so severe that hospitality businesses are facing not only poor ratings. They are also unfair competition from rivals who use fake comments to discredit their competitors.

To prevent long-term negative effects, the regulation allows establishments to request the removal of old reviews. This means that those older than two years or those that are no longer relevant. For example, if a hotel has been renovated and improved its service quality, outdated negative comments will no longer unfairly impact its reputation.

Adaptation of digital platforms

Major online platforms such as Booking.com and Tripadvisor will be required to align their systems with the new rules. Booking.com already allows reviews only from users who have actually booked their stay through the platform. Other companies are also expected to strengthen their control over the authenticity of reviews.

In addition, penalties for violating the new rules will be severe. Fines start at €5,000 and, in more serious cases, can reach up to €10 million. With these measures, Italy is sending a clear signal that it is taking the protection of the hospitality sector and travelers’ right to reliable information seriously.

A global issue of fake ratings

Tripadvisor, in its annual transparency report, pointed out that the issue of fake reviews is not limited to Italy but is a global problem. In 2024, the platform removed more than 2.7 million suspicious comments and sanctioned 9,000 establishments for encouraging fake ratings.

By introducing these new rules, Italy is setting a standard in the fight against manipulation in online reviews, protecting both tourists and hospitality businesses. These changes are expected to enhance the reliability of information. That allows travelers to make better decisions based on genuine experiences from other visitors.

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