The Italian government, led by Giorgia Meloni, has announced a proposed law aimed at curbing the growing problem of fake reviews in restaurants and hotels. Among the measures proposed are requiring users to identify themselves when posting a review and providing evidence that they have visited the establishment. Additionally, the law includes the right for businesses to respond under specific conditions and prohibits the buying and selling of reviews.
A Solution That Creates More Problems?
While the intention seems good, the proposal to require users to prove they were customers before leaving a review has concerning implications. The main issue is that Google, the undisputed leader in local reviews, lacks the means to verify such information efficiently.
Google operates using algorithms that already combat fake reviews through basic requirements like geolocation and adherence to its policies. While not foolproof, its system has proven effective in filtering out the most fraudulent reviews. However, if regulatory pressures become unfeasible, Google might choose to do what it did in Spain in 2014 with Google News: shut down the service rather than adapt to an impossible regulation. This would leave consumers and businesses without an essential tool for making informed decisions. Dissatisfied customers would likely be the ones most motivated to leave reviews. In a post-pandemic world, reviews have become a determining factor in consumer and business decision-making, and this measure would only restrict their use.
The Political Angle and Big Corporations
Beyond technical challenges, this proposed law also has a political backdrop. One need only look at Donald Trump’s inauguration a few days ago, where figures like Sundar Pichai (CEO of Google) were present and even made multimillion-dollar donations to Trump’s inaugural fund. The influence of giants on leaders like Trump is undeniable, and Trump, in turn, maintains close ties with Giorgia Meloni. In fact, the current Italian Prime Minister has already positioned herself as a bridge between the United States and Europe. This chain of influence could play a key role in stalling this law before it gains traction. While we may never know the full details, it’s almost certain that Google and other major tech companies will lobby to prevent such regulation from succeeding.
What Will Happen to Reviews?
In conclusion, beyond the operational problems of this law, the political and corporate maneuvering behind it makes it unlikely that the proposal will be approved as it stands. And, honestly, it’s better if it doesn’t. Its implementation could create more problems than solutions. Reviews are an indispensable tool that has allowed everyone to make confident decisions. Fraud cannot be tackled without protecting their utility. The last thing we need is to lose them.
