Italy’s Law Cracks Down on Fake Hotel and Restaurant Reviews

The rules require proof that someone actually visited a place before leaving a review and ban rewards for writing reviews. The goal is to rebuild trust among travelers and shield businesses from false claims.

Fake reviews cost real money

For years, Italy’s tourism industry has dealt with fake reviews—some written by people who never visited, others by those who exaggerated or wanted rewards for positive feedback.

The damage is not just emotional—it is also economic. Italy’s Ministry of Enterprises says misleading reviews can cut hospitality income by up to 30%.

Chef Alessandro Gilmozzi, head of the Ambassadors of Taste and owner of the two-Michelin-star restaurant El Molin, has seen this himself.

“Someone once wrote that he ate a panna cotta in my restaurant,” Gilmozzi said. “But I’ve never made that dessert.”

Even honest mistakes, he added, can hurt a business. And online, one false claim can spread quickly.

New law requires proof, not praise

Italy’s new draft law aims to stop fake reviews before they appear. The rules will cover all reviews of restaurants, hotels, and tourist sites.

People must now show proof that they actually visited—like a receipt or booking confirmation—and provide real, verifiable information. Anonymous reviews will not be allowed.

Customers will also have to post their reviews within 15 days of their visit. Reviews that are too late, unclear, or off-topic may be removed.

The law also bans paid reviews. Businesses can’t offer discounts, free items, or other perks in return for feedback.

It will also be illegal to sell pre-written reviews, a tactic once used by shady marketing firms.

Businesses finally allowed to fight back

The new law gives businesses more control over their online reviews. Hotels and restaurants can now flag and ask to remove reviews that are outdated or wrong—like complaints about a missing elevator that has since been added.

“This is an important step for the protection of our businesses,” said Tourism Minister Daniela Santanché. “Truthful reviews are fundamental for the success of companies and for the trust of consumers and tourists.”

Italy’s antitrust agency, the Autorità Garante della Concorrenza e del Mercato, will enforce the rules. Companies that break them could face fines of up to €10 million.

Platforms under pressure

Major platforms are paying close attention to the new rules. Booking.com said that it already allows only verified guests to leave reviews, but has not confirmed how it will adapt to Italy’s law.

In its latest report, Tripadvisor said it removed 2.7 million fake reviews in 2024. It also warned nearly 9,000 businesses for offering rewards for ratings and flagged over 360,000 reviews written by employees, which break its rules.

“Tripadvisor continues to tackle fraudulent activity... staying one step ahead of the bad actors,” the company stated.

Industry demands accountability

Hotels across Italy—from the hills of Bologna to the beaches of Sardinia—have shared stories about fake reviews from dishonest guests or competitors.

Simona Lollini, director at Palazzo di Varignana, said that her team often sees reviews based more on personal expectations than facts—or ones likely written by rivals trying to hurt their ratings.

“There is perhaps an imbalance between the ‘right’ of customers to leave negative reviews and the ‘right’ of companies to defend themselves,” said Mauro Brasioli of AG Hotels.

In the past, businesses could spend months trying to remove fake reviews, usually with no luck. That is finally changing, and many hotel owners said that it is about time.

Rebuilding confidence through review regulation

Italy’s new push against fake tourism reviews will affect short-term tourists, long-term travelers, and migrants navigating the European Union’s (EU) hospitality scene.

For tourists who depend on online reviews to plan trips, this move promises more reliable information. The proposal requires proof of visit, bans paid endorsements, and allows outdated or false reviews to be removed.

The goal is to protect people from being misled and help them trust local businesses again.

This effort comes at a key moment. The EU is about to launch the European Travel Information and Authorization System (ETIAS), which will require visitors from visa-free countries to get travel approval before entering the Schengen Area.

While ETIAS aims to improve border security and simplify entry, it also expects travelers to understand and use EU systems.

Italy’s new law shows that Europe is not just tightening its borders—it is also cleaning up how services work inside them. It sends a message: once you are here, you should get fair treatment and honest information.

For international students, remote workers, and other long-term visitors, this law brings more clarity to everyday decisions like where to eat or stay—choices often based on online reviews.

Migrants, who may face language barriers or lack local connections, are especially likely to benefit from clearer, more trustworthy information.

A fair and transparent review system supports inclusion and helps people make informed choices. As the EU looks to improve its visa policies and cut down on fraud, Italy’s approach could become a model.

By requiring traceable identities and punishing fake content, the country is showing what a more accountable system could look like—one that fits with the EU’s move toward stronger digital travel tools like ETIAS.

A regulatory shift in hospitality governance

Italy’s plan to make fake hospitality reviews a crime goes beyond tourism reform—it reflects a growing focus on accountability and control, themes often seen in immigration policy.

While this is not an immigration law, it shares similar tools: identity checks, proof of visit, and traceable records. These mirror practices used in migration systems, like collecting biometric data or verifying where someone lives.

Other EU countries watching Italy may see this as a move to link private business practices with public oversight.

Just as immigration laws now ask for proof of housing, work, or language skills, tourism services may soon need to prove their legitimacy—shaping how they deal with both migrant workers and customers.

Italy’s approach could also influence how authorities look at fraud in visa and asylum systems. When online misinformation leads to real-world harm, it can weaken public trust—not just in reviews, but in institutions as a whole.

Countries facing criticism over immigration may adopt similar rules to show they are in control and committed to fairness, especially when trying to separate genuine migrants from bad actors.

By tying this law to broader digital policies—like holding platforms accountable and sharing data across the EU—Italy is helping to shape a future where transparency supports both economic strength and social stability.

With fines as high as €10 million and a strong role for antitrust regulators, the message is clear: the EU is leaning toward a model where clear records and honest information are central to both business and policy.

Restoring trust, one review at a time

Italy’s push to remove fake reviews from its tourism sector isn’t just about new rules—it is a clear message. By requiring honesty and proof, the country is showing it values real experiences for travelers and fair competition for businesses.

As global platforms adjust and other countries take note, Italy could lead the way. In today’s digital world, trust is not just important—it is essential.