In recent months the headquarters of Futuro Nazionale (FnV) in Florence has become a kebab shop on Google Maps. This is a dispute, obviously. But the problem of fake reviews on the platform remains.
The inauguration dates back to end of March. On the way TanucciRifredi district, Roberto Vannacci has opened the first headquarters of Futuro Nazionale in Florence. From the news of those days it can be reconstructed that during the opening there were some complaints: according to the Florentine issue of the Corriere della Sera we are talking about a hundred people with a banner: “Vannacci in Florence ‘a ti si wanted”. Certainly a negligible episode, except that that small protest became one in the space of a few weeks guerrilla marketing campaign which still stands today. The headquarters of Futuro Nazionale in Florence has become one kebabberia full of reviews, at least on Google Maps.
It’s strange for sure. Roberto Vannacci is a MEP and a public figure. His popularity is growing: in the latest polls released by BiDiMediaFuturo Nazionale is at 6.7%. Vannacci is in eighth place in the Top 10 most appreciated leaders. Yet his party headquarters is identified as a kebab shop. With lots of 282 reviews left by users. The final score of Vannacci’s business stops at 2.1. Not much: with these scores it is difficult to beat the competition from restaurants in the area. Futuro Nazionale Florence is a few minutes walk away Brigand Brothers: 4.4 out of 5 with over 2,000 reviews. We recommend them spaghettini with tomato.
The reviewsall false, it’s better to clarify it, oscillate on the register of irony. “Good kebab but I find that there are too many decorative busts around, not to mention the signs on the walls (“we will win”, dunno). Then the black leather uniforms are not very hygienic for working in the kitchen but whatever.” Or: “They offered me kebab and polenta. I don’t agree, polenta is eaten with mushrooms and kebab with chips. Not very professional. I don’t know if I’ll go back.” And again: “They don’t accept POS, only MAS”. Others comment in Englishperhaps hoping to really attract tourists to the Futuro Nazionale area. “Best kebab in town. Don’t get fooled by the pictures! This is the first speakeasy kebab place in Italy.”
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The images for the most part they are created with artificial intelligence. Some just represent food. They portray sandwiches, rotating meats or packaging with the Futuro Nazionale logo. Others go further and retreat Vannacci with kitchen apron serving sandwiches to a hungry crowd. There are also versions of Vannacci with long beard. Among the reviews you can also read threats: “Special mention for the kebab “hung upside down”: that alone is worth the visit” or “The staff is really poor, then something strange happened, before I entered it was hanging upside down”.
How is it possible to transform a party headquarters into a kebab shop
There digital transformation of the Futuro Nazionale headquarters in a kebab shop it’s not difficult. We start from the Google Maps app. At the bottom right you will find three buttons: Explore, You And Contribute. On Explore you can find a list of activities in the surrounding area. Obviously they change based on your location. On You find a list of places you have searched for, or the list of bookmarks you have decided to put in the places you want to go to. And then there is Contribute the point from which you can actually participate in the construction of the archives of Google Maps. The app already suggests where to put your reviews based on the places you have visited. Not only that, you can also add a place by entering the name of the place, photo and description.
The problem of fake reviews: how reliable is the system?
Now. Let’s move away from the political question for a moment. It is clear that the operation that transformed the headquarters of Futuro Nazionale Florence into a kebab shop of questionable quality starts from an act of dispute. But the problem is quite obvious: Google is continuing to record not only fake reviews, but also photos created with artificial intelligence. Everything here is patently false, but think of the damage this system can do to a real room. Simply posting a photo of a plate full of ants is enough to discredit an entire business. Something is moving. In the outline of guidelines released at the beginning of July by Antitrust it is specified that to review a restaurant it will be necessary to demonstrate that you have the receipt, or in any case proof of having purchased a good or service. We’ll see if Futuro Nazionale Kebab will be able to survive the new rules too.
