The new Antitrust Law has introduced a series of rules regarding the evaluation of services offered by professionals on the Italian market. Specifically, it has been established that incentivized reviews are always illegal if the content is the result of the benefit provided by the enterprise. Therefore, anyone who collects or displays customer reviews must indicate these reviews with a clearly visible graphic element.

Regarding other cases, the AGCM guidelines state that incentivized reviews are always illicit if the content is the result of the benefit provided by the enterprise. Moreover, they suggest indicating them with a clearly visible graphic element. The term of 30 days for reviewing starts from the day the customer concludes the service use.

Hence, anyone who receives a service from an enterprise should wait at least thirty days before giving a review. Although it is not necessary, it is advisable to indicate incentivized reviews with a clearly visible graphic element. The guidelines of AGCM were adopted with the decision n. 32067 of October 13, 2026, heard by AGCOM, Privacy Guarantor, Ministry of Industry and Made in Italy, and Ministry of Tourism.

These guidelines published on October 19, 2026, and the Authority indicates them as a reference also for e-commerce, services, and enterprises of any other sector. The Antitrust will evaluate moderation, mediators, and verification marks in the procedures for commercial practices that are incorrect. In summary: the guidelines of AGCM have been adopted with the decision n. 32067 of October 13, 2026, heard by AGCOM, Privacy Guarantor, Ministry of Industry and Made in Italy, and Ministry of Tourism, and published on October 19, 2026; the text applies to all professionals operating on the Italian market and offering tools for reviews, even if established abroad; an incentivized review is always illicit if the content is the result of the benefit provided by the enterprise and, in other cases, should be indicated with a clearly visible graphic element; in tourism and gastronomy, the term of 30 days for reviewing starts from the day the customer concludes the service use.

The guidelines of AGCM not only define the procedures to follow for collecting, showing, and treating customer reviews but also indicate how to proceed to counteract manipulated reviews. This includes prohibiting contacting the dissatisfied user to reevaluate the assessment. Discounts and prizes, for example, to influencers, should be recognizable.

Finally, the Authority will review the guidelines within one year of publication. This means that companies must adopt new procedures to ensure the accuracy of customer comments, preventing false reviews or manipulation. Moreover, the guidelines suggest indicating them with a clearly visible graphic element, making it more difficult to manipulate online reviews.