The Italian government is looking to crack down on fake and paid online reviews to protect the country's hotels, restaurants and tourist attractions from misleading and damaging content.

Anyone who wants to write an online review will need to provide verifiable identification and evidence that they have visited the location in question, under a draft law announced this week that still needs parliamentary approval.

Although fake reviews are already illegal in the country, policing such violations remains challenging.

Under the draft law, comments must be published within 15 days of the visit and must be relevant and detailed. If it is wrong, it can be deleted according to the requirements of the relevant enterprise.

Additionally, businesses will be able to seek removal of reviews older than two years if they are no longer relevant. Reviews that are paid or sponsored via incentives will also be illegal.

It is unclear who will decide whether the assessment is false, but the responsibility for examining the assessment and ultimately imposing fines will rest with Italy's antitrust regulator.

"Today marks an important step to protect our businesses," said Italian Tourism Minister Daniela Santanché. "As a result of this regulatory intervention, reviews that are actually genuine are critical to the company's success and the trust of consumers and visitors."

Italy's Enterprise Ministry said false or manipulated reviews affected between 6% and 30% of revenue for hospitality and tourism companies.

Italian consumer group Codacons said the bill was a "necessary step to protect consumers and businesses."

The measure was also welcomed by business federation Fipe-Confcommercio. Roberto Calugi, general manager of the federation, said: “The plague of fake reviews has long put the restaurant industry and public institutions at risk, causing financial losses and damaging consumer confidence.”

"Commercial activities that are subject to fraud and misjudgment will not be tolerated, which often translates into unfair competition and hidden advertising."

However, others have expressed privacy concerns and fear that banning anonymous reviews could significantly reduce the number of online reviews about hotels and restaurants.

Michele Carrus, president of consumer association Federconsumatori, told Reuters: "False reviews are a matter of fair competition between companies because they can have a significant impact on sales and on consumers who may have been misled. "It's a problem that needs to be addressed in the right way, but I believe we can get there in a parliamentary debate."

Catia Silvestri, who runs L'Antico Caffè della Pigna in central Rome, welcomed the regulations but said that, overall, she approved of the comments. "Everyone should be able to express their opinion," she said. "Fortunately we haven't had any issues. Reviews are subjective but help ensure the business always delivers good quality."