Today in Brussels, a new Code of Conduct for Electronic Assessments and Reviews of Tourism Accommodations was signed, marking an important initiative by the EU. This code, developed in collaboration with major stakeholders in the tourism industry, including popular accommodation platforms, aims to enhance the authenticity, transparency, and reliability of online reviews. The establishment of this code emphasizes the need for credible assessments in an increasingly digital tourism market.

The Code outlines mechanisms for preventing and addressing false or misleading reviews, addressing concerns about content created through artificial intelligence that may distort the reality of a business. These measures are critical as they seek to protect consumers from deceptive practices and ensure that reviews reflect genuine customer experiences. By setting clear standards, the code intends to improve customer confidence in online platforms.

During the signing ceremony, the EU Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, highlighted the initiative’s significance for European tourism. He stated that 'the Code creates a safer and more reliable digital environment' and advocates for clearer explanations regarding the calculation of reviews. This initiative is poised to have a significant impact on how tourism businesses manage their online reputation and consumer interactions, beneficial for both industry players and travelers seeking trustworthy information.