Title: Proof Required for Negative Hotel Reviews under Proposed Italian Law
Italy's tourism minister, Daniela Santanche, is pushing for a new law that would require travel review sites like Tripadvisor to verify the authenticity of reviews. Under this proposed legislation, reviewers would need to provide a valid ID and proof of visit within two weeks of writing a review. The law, which aims to curb unfair competition, expose hidden advertising, and combat fraud, is expected to pass without opposition.
The legislation is intended to guarantee a fair and transparent market, and regulatory intervention will ensure truthful reviews, which play a crucial role in deciding hotel bookings and restaurant reservations. The impact of reviews will also be modified, with a right to reply and the possibility of removing bad reviews after two years if the problems have been addressed.
The new law also extends to influencers, making it illegal to pay someone for a positive review or offer incentives like discounts for such posts. Italy's Communications Regulatory Authority will be responsible for enforcing this legislation and monitoring compliance.
The law, however, is seen as insufficient by some groups, including Confescercenti Nazionale, which represents small tourism entities. They argue that the law does not go far enough to enhance the system for Italian micro, small, and medium-sized enterprises. Assoutenti, an Italian association of nonprofit organizations, suggests extending the regulation to social media sites.
The bill currently covers hotels, restaurants, and private sites but could eventually extend to goods and services, including reviews on major international sites like Amazon.
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This law seeks to prevent paid reviews and influence marketing on travel review sites like Tripadvisor and extend to social media platforms in several ways:
- Verification of Reviewers:
- Travelers must provide valid identification and proof that they visited the establishment within two weeks of writing the review, ensuring authenticity and preventing fake or paid-for reviews.
- Relevance and Detail:
- Reviews must be posted within two weeks of the visit and must include only relevant information and details, ensuring timeliness and accuracy.
- Removal of False Reviews:
- Businesses can request the removal of reviews that are found to be false or outdated after two years if the issues described in the review have been fixed, providing a mechanism to rectify negative reviews.
- Regulation of Influencers:
- Influencers who contribute to paid-for reviews will no longer be permitted to do so, preventing commercial agreements from disguising as personal opinions.
- Monitoring by Regulatory Authorities:
- The Italian Communications Regulatory Authority will monitor illegal online review activities, including those on social media platforms, ensuring the regulation extends beyond travel review sites.
- Impact on Social Media Platforms:
- The law's scope extends to platforms like Instagram, Facebook, and other social media platforms where influencers operate, aiming to regulate the sphere of influence marketing more effectively.
By implementing these measures, Italy hopes to enhance transparency in consumer choices, protect businesses from unfair competition, and prevent fraudulent activities in the tourism and hospitality sector.
The proposed law will necessitate travelers to provide a valid ID and proof of visit within two weeks of writing a review on travel review sites like Tripadvisor, promoting authenticity and combating fraudulent reviews. Additionally, businesses can request the removal of false reviews after two years if the issues have been addressed, ensuring a fair market.
