Ofcom has proposed nearly 40 new measures designed to stop fraudulent adverts reaching people on the UK’s biggest websites and apps. The move would put the responsibility where it belongs: on the platforms selling and delivering the adverts, rather than on you being expected to spot an increasingly convincing scam before it empties your bank account.
Under the proposals, platforms would need to ban accounts responsible for scam adverts and prevent the same people from simply opening another one and carrying on. They would also have to check that advertisers claiming to represent a business really do work for it, while anyone advertising banking or investment services would need to be properly authorised.
Other measures cover better protection against hijacked advertising accounts, easier ways to report suspicious adverts and dedicated reporting for law enforcement. Platforms offering AI advert-making tools would also have to test them for misuse. These all feel like obvious and fairly basic precautions for an industry worth more than £40bn a year in the UK, but Ofcom clearly believes they aren’t yet happening consistently.
Image credit: Ofcom
Ofcom’s highly recognisable office buiuldings, photographed from Southwark Bridge, London
The rules aren’t in force yet
Ofcom’s consultation remains open until 2 October 2026, with its final decision due by mid-2027 at the latest. The resulting rules will then need parliamentary approval before coming into force. Platforms that fail to meet their legal duties could be fined up to £18m or 10% of their worldwide revenue, whichever amount is greater. That’s a serious disincentive.
The fraudulent advertising rules will apply to ‘Category 1 social and user-to-user services’, alongside ‘Category 2A search services’. That basically includes the likes of Facebook, Instagram, TikTok, YouTube, Reddit, Google Search, Bing and ChatGPT Search. Importantly, these particular rules deal with paid-for advertising, since fraudulent social media posts and other unpaid content are covered by existing online safety laws and regulations.
Ofcom has published a second package of proposals at the same time. These include controls allowing adults to filter out self-harm, eating disorder, hateful and abusive content, as well as stuff coming from unverified socila accounts. The proposals also cover the treatment of journalism and political debate, clearer complaints procedures and greater transparency around online risks.
