Edward Marchesi In recent years, the digital landscape has been flooded with fake reviews , often distorting consumers' purchasing decisions and creating an unfair advantage for certain companies. The online ecosystem, while offering transparency, has fueled a parallel market where reviews don't reflect real experiences.
To combat this phenomenon, the Senate approved specific legislation, published in the Official Journal and made operational on 7 April 2026.
The law introduces stringent rules on online reviews , imposing authenticity criteria and precise timeframes.
The regulatory framework introduced by the Senate
The law establishes that a review can only be considered valid if it comes from a consumer who has actually used the service or product . Furthermore, the review must be published within 30 days of the end of the experience.
Any form of incentive – discount, gift or other benefit – that could influence the evaluation is strictly prohibited.
Mandatory requirements for reviews
The specific provisions include:
- Unambiguous identification of the reviewer as real user;
- Time limit of 30 days from the use of the service;
- Ban conditioning from promotional offers or gifts;
- Possibility of contesting the review after two years from its publication, if it no longer reflects reality.
These measures aim to eliminate the so-called “ bought valuation ” and restore confidence in the market.
AGCM guidelines for businesses
The Italian Competition Authority ( AGCM ) has published operational guidelines to facilitate companies' compliance with the new regulations. The instructions suggest a four-step verification process : customer data collection, temporal consistency check, verification of the absence of incentives, and archiving for any disputes.
The guidelines also highlight practices to avoid, such as automating review requests without purchase confirmation, using bots to generate ratings, and posting comments by undercover employees.
Sanctions and impacts on the Italian market
Anyone who violates the provisions risks penalties ranging from unfair competition to defamation , and in extreme cases, identity theft . Fines can reach significant amounts, depending on the severity and repetition of the violation.
Public relations expert Carlo Occhinegro emphasizes: "False reviews fuel a parallel system that undermines consumer trust ." The legislation, therefore, not only punishes those who lie, but also seeks to rebuild the credibility of informed consumption . The European Commission and the European Consumer Organisation (BEUC) have already highlighted the importance of this intervention at the continental level, holding Italy up as a model for other jurisdictions.
In the medium to long term, companies will need to rethink their digital marketing strategies, aiming for more transparent customer relationships. At the same time, consumers will benefit from a more reliable platform, where star ratings truly reflect the quality of service.