(Telecompaper) Italy's antitrust and competition authority has fined the website TripAdvisor a total of EUR 500,000 for failing to control false reviews. The decision came after numerous complaints of improper business practices were filed by hoteliers' association Federalberghi, the country's consumer protection agency as well as Italian consumers. The regulator said in a statement that TripAdvisor had presented the reviews as "authentic and genuine" without taking measures to avoid contributors publishing false opinions. The misleading commercial practice had been in place since September 2011, and was still ongoing, said the antitrust authority. TripAdvisor replied that it disagreed with the decision and would appeal. "Our systems and procedures are extremely efficient in protecting consumers from a small minority of people who try to cheat our system," it said in a statement, adding that "we firmly believe that TripAdvisor is a force for good, both for consumers and the hospitality industry." The regulator gave TripAdvisor 30 days to pay the fine and 90 days to submit the measures it will be taking to prevent the further spread of unfair business practices.