AGCM issues guidelines to combat fake online reviews in Italy

The Italian Competition and Market Authority (AGCM) has published definitive guidelines to combat false online reviews, specifically targeting the catering and tourism sectors. These regulations follow Law no. 34 of March 11, 2026, which aims to ensure that consumer evaluations are reliable and authentic.

To be considered credible, a review must originate from a person who has actually purchased or used the product or service and must be published within 30 days of the experience. Businesses are required to provide clear, accessible information regarding how reviews are managed, classified, and moderated.

Transparency obligations apply to both businesses offering their own reviews and those hosting reviews on behalf of third parties. To verify authenticity, companies are encouraged to use tools such as requesting tax documents or sending review links to the email address used during a transaction.