Complaining about bad tourist amenities in Italy might soon become a lot harder. A proposed law currently being debated in the Italian parliament could change how reviews are left on popular travel platforms—and it’s all about verification.

The law, championed by Italy’s tourism minister, Daniela Santanchè, aims to ensure that reviews are genuine and free of manipulation. It would require platforms like Tripadvisor to verify that anyone leaving a review has actually visited the establishment and isn’t being paid to post glowing testimonials. This means that leaving a scathing comment—or even a glowing one—will take more than just an opinion. Reviewers will need to provide proof.

Under the proposed system, anyone leaving a review will need to upload a valid ID and show that they visited the establishment within two weeks of posting their feedback. According to the draft bill, this measure is intended to stop unfair competition, uncover hidden advertising, and eliminate fraud in the tourism industry.

But it doesn’t stop there. The bill also touches on how reviews are handled long-term. Businesses, such as hotels or restaurants, will have the right to reply to negative reviews and even request their removal after two years—even if the review was accurate. The catch? The establishment must demonstrate that they’ve addressed the issues raised.

The Law’s Impact on Influencers

The proposed legislation doesn’t just target review platforms. It would also make it illegal to pay someone to write a positive review or to offer perks like discounts in exchange for favorable feedback. The Italian Communications Regulatory Authority would oversee enforcement, ensuring compliance across the board.

This move could spell trouble for influencers who rely on brand partnerships and perks for content. While details like codes of conduct and monitoring guidelines are still being finalized, the law could significantly reshape the landscape of online reviews and influencer marketing.

A European First

If passed, this would be the first law of its kind in Europe. While it currently focuses on hotels, restaurants, and private tourism sites, its scope could eventually expand to include other goods and services. Major international platforms like Amazon might also fall under its umbrella in the future.

Despite the law’s ambitious goals, not everyone is convinced it goes far enough. Confesercenti Nazionale, an association representing small tourism businesses, believes the legislation should be stricter. Meanwhile, Assoutenti, an Italian nonprofit organization, argues that the rules should apply to social media platforms, where unverified reviews are just as rampant.

The Bigger Picture

Italy’s tourism industry, a cornerstone of its economy, has long been plagued by fake reviews and unfair practices. This law represents a bold attempt to bring accountability to the online review system, ensuring a fairer playing field for both businesses and travelers. However, it also raises important questions about free speech, fairness, and the role of digital platforms in shaping consumer experiences.

For now, the law is expected to pass through parliament without opposition. But one thing is clear: the days of leaving an anonymous bad review in Italy might soon be over. So, if you’re planning to complain about a disappointing hotel or subpar restaurant, you’ll need more than just words—you’ll need proof.