Online reviews have become an essential part of consumer decision-making, especially in the tourism and hospitality sectors. However, the credibility of these reviews has come under scrutiny, with many being manipulated or fabricated.
The Italian government has introduced new measures aimed at addressing this growing issue.
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The rise of manipulated reviews
In recent years, the tourism and restaurant industries have been plagued by fake online reviews. These reviews, often either overly positive or negative, can distort the perception of a business. Some businesses manipulate reviews by offering discounts, incentives, or even financial rewards in exchange for favourable feedback.
At the same time, competitors may spread negative reviews to damage a rival’s reputation.
This phenomenon has resulted in consumers struggling to discern authentic experiences from those shaped by manipulative practices. The increase in fake reviews has led to significant concerns over the integrity of online review platforms, such as Tripadvisor, Yelp, and Google Reviews.
To mitigate this, experts recommend averaging a variety of reviews to gain a balanced view, but this can still leave room for manipulation.
Measures to combat fake reviews
To address the issue, the Italian government has approved a draft law targeting the use of fake reviews. The new regulations, which are part of a broader annual bill focused on small and medium-sized enterprises (SMEs), seek to create a more transparent and fair marketplace for both consumers and businesses.
Under the proposed legislation, only consumers who can prove they have genuinely used a service or product will be allowed to leave reviews. These reviews must be submitted within 15 days of using the service.
Additionally, business owners will have the right to respond to reviews and request the removal of any false or misleading content. Reviews older than two years will also be eligible for removal if deemed outdated.
The law also includes measures to prevent the buying and selling of reviews. It will be illegal for businesses to solicit or incentivise reviews, and it will be prohibited to assign reviews to products or services not actually evaluated.
This law also seeks to regulate the role of influencers who are compensated for promoting businesses, often without clear disclosure of their paid relationships.
Challenges and criticisms of the new law
While the new law is seen as an important step toward protecting the interests of businesses in the tourism and hospitality industries, it has faced some criticism. Some argue that the measures may not be enough to address the scale of the problem.
For example, questions remain over how user identity will be verified, as well as the practical challenges of implementing such a system. The law will also require further clarification regarding enforcement mechanisms and the penalties for non-compliance.
Furthermore, the law’s focus on the transparency of online reviews does not fully address the issue of “influencer marketing” on social media platforms, where many influencers promote products without revealing commercial agreements.
Critics, such as Confesercenti, feel the new measures do not go far enough in regulating this type of advertising.
While the law has made significant progress, the practicalities of enforcing these new rules, as well as the ongoing issue of fake reviews, remain subjects of debate.
