Europe Adopts New Code for Online Tourist Reviews

The European Commission has introduced a new code of conduct designed to make online reviews of hotels, restaurants, and other tourist services more transparent and reliable. The initiative aims to protect both travelers, who often rely on reviews to make their choices, and businesses, which can suffer from unfair or fabricated comments.

Why reviews matter

According to a study by Italy’s Ministry of Enterprises and Made in Italy, online reviews influence 82% of accommodation bookings and 70% of restaurant decisions. With such a strong impact on the sector, the Commission has worked with stakeholders—including accommodation providers and digital platforms—to ensure higher standards.

How it works

The new Code of Conduct for Online Reviews in the Tourism Sector sets clear rules for platforms. Reviews should come only from people who have actually used a service, which means guests may need to confirm their booking or dining experience before leaving a comment. Platforms will also be asked to make clear how reviews are collected and displayed, while fake or suspicious content will need to be flagged and removed more quickly.

A European standard

European Commissioner Apostolos Tzitzikostas underlined that reliable reviews are essential for consumer confidence, describing the initiative as “a win for travelers, a win for hospitality providers, and a step forward for a more resilient tourism sector.”

Italy’s role

Italy has played a pioneering role in this field. Earlier this year, the Italian government introduced draft legislation to combat fake reviews, earning recognition from the European Commission. Italian Tourism Minister Daniela Santanchè welcomed the new code, highlighting that Italy’s early action had set the pace for other EU member states.

Business reaction

Business associations also see the measure as a positive step. Giancarlo Banchieri, president of Fiepet Confesercenti, said that restricting reviews to real customers will restore transparency and trust, while also urging further progress on user identification to end anonymous postings.

What it means for travelers

The code is expected to mark a new era for Europe’s tourism industry, which relies heavily on digital platforms. For visitors planning their trips to Florence and Tuscany, it means more trustworthy reviews when choosing where to stay, dine, and experience the region.

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