In recent years there have been cases of activities affected by waves of false reviews, as happened recently at the Santa Chiara Taverna of Mrs. Nives Monda, targeted by artifact and negative comments after the owner had publicly expressed his support for the Palestinian cause.
Ensuring transparency and trust in the online reviews of hotels, restaurants and tourist facilities has become urgent. And this is how there is the new European conduct code, signed by digital platforms and sector operators.
Italy, which had already anticipated the times with its own legislation, now sees Brussels follow the same road, even if with some corrections with respect to the hard line desired by the Italian government.
The document opens a new season for digital tourism, with clearer tools for consumers and more solid guarantees for businesses, called to defend themselves from incorrect practices and fake reviews.
Code of European conduct, for now voluntary
The adhesion to the European Code is for now optional, but those who decide to subscribe will have to stick to shared rules. The indications were written in Brussels together with booking platforms, hoteliers and tourism representatives, and you also want to involve consumer associations later.
Those who accept the code undertakes to collaborate to develop tools capable of controlling the authenticity of the comments, distinguishing those who have really stayed in a structure from those who have never been there.
During the official signature, several actors of the European tourist ecosystem defined the provision “an important step to ensure reliable and safe judgments” in the world of reception.
The impact of reviews in the tourist market
Online reviews have become a decisive point of reference. According to the Mimit Study Center, they influence over 80% of bookings in hotels and about 70% of the choices in restaurants. Other data indicate that 44% of Italians read at least five comments before booking a place, a sign of how much this practice is now part of the daily habits. These are the words of the European Transport Commissioner, Apostolos Tzitzikostas:
Reliable online reviews are essential for trusted tourism. With this new code of conduct, we raise standards throughout Europe, ensuring that only authentic guests can leave reviews. This means clearer, more fair, more reliable, more transparent and more reliable information for everyone.
The commissioner defined the initiative “a victory for travelers and for operators in the sector, a step forward for more solid tourism”.
Brussels’ position on the Italian standard
At the same time, the European Commission has asked the Italian government to review some parts of the review law. In particular, Brussels pointed out that the obligation to identify those who write an online comment would not be in line with the privacy rules and freedom of expression.
In the latest changes to the DDL under discussion in the Senate, this constraint has been removed, together with the ban on associating reviews with services other than those really tried. However, the requirements to demonstrate the use of use, for example with a receipt, and the ban on buying or selling comments, as well as offering incentives to condition the judgments.
In June, Minister Daniela Santanchè had recalled that the Commission had sent Italy a detailed opinion, confirming support for the general objectives of the bill included in the SME package.
