Ofcom says more than half of UK adults have encountered potentially fraudulent online ads, and has proposed duties that would require big tech to stop scam ads reaching users. The regulator says platforms and advertising networks should be held to clearer responsibilities to reduce exposure to misleading or fraudulent adverts.
The proposal targets firms that host or serve ads across search, social and programmatic networks, arguing that current arrangements leave consumers exposed and that stronger duties are needed across the ad supply chain.
What Ofcom found
Ofcom says more than half of UK adults have encountered potentially fraudulent ads online — a statistic the regulator points to as the main driver of this policy proposal.
Its analysis highlights how fraudsters exploit a wide range of ad formats and intermediaries to target consumers, and how the technical complexity of programmatic buying can slow down detection and removal of suspect campaigns.
The watchdog warns that the current system can leave consumers vulnerable to misleading claims, investment scams, and fake services promoted via online ads, with removal often delayed because responsibility is unclear across platforms, networks and publishers.
What big tech would need to do to tackle scam ads
Ofcom’s draft duties would impose clearer obligations on large platforms and ad networks to prevent fraudulent adverts from being served to users. That includes stronger checks on advertisers, more effective automated screening, and faster removal when ads are flagged as potentially fraudulent.
The proposals would push firms to take responsibility for safety at scale rather than shifting blame to publishers or downstream intermediaries. Ofcom outlines expectations for improved advertiser verification, monitoring of campaign behaviour, and increased transparency across the supply chain.
While the regulator does not set specific technical requirements in the consultation text, it signals that firms operating at scale may need to adopt processes and controls capable of detecting high-risk ads before they reach consumers and ensuring rapid takedown when abuse is detected.
How this could affect UK internet users
If implemented, the rules could reduce the number of scam ads people see in search results, social feeds and on third-party websites by preventing high‑risk campaigns from being served in the first place.
Consumers may notice stricter verification steps for advertisers, fewer suspicious promotional links, and clearer complaint or reporting routes. Platforms could also show warnings or labels where adverts are under review and provide faster responses to user reports about potentially fraudulent offers.
There could be trade-offs: legitimate advertisers may face longer onboarding and stricter checks, and some ads could be delayed while platforms carry out enhanced vetting. Ofcom says these measures aim to prioritise user protection while proportionately addressing risk across the market.
Regulatory and legal context
Ofcom’s proposals form part of a broader push to update rules for digital advertising and online harms. The regulator is moving beyond industry self-regulation to set statutory expectations for ad safety on services within its remit.
Any duties will need to align with existing ad regulation frameworks, consumer protection law and competition rules, and Ofcom acknowledges the need to balance technical feasibility with enforceable standards.
Observers have said the move reflects growing scrutiny of how platforms manage commercial content and the responsibilities of different actors in the ad ecosystem — from advertisers to exchanges and publishers.
What happens next
Ofcom has published the draft duties and opened a consultation inviting responses from industry, consumer groups and other stakeholders. The consultation will shape how duties are defined, which firms are covered, and how compliance is enforced.
The regulator will review submissions before deciding whether to finalise rules, and any obligations would follow Ofcom’s statutory processes. That could include phased compliance timelines and further guidance to help firms implement changes without disrupting legitimate advertising activity.
Stakeholders should expect engagement, potential revisions to the draft measures, and a period for implementation once final decisions are made.
Frequently asked questions
What are Ofcom’s proposals to tackle scam ads?
Ofcom is proposing duties for platforms and ad networks to reduce fraudulent or potentially misleading adverts reaching users. The duties focus on better advertiser checks, faster removal of suspect ads, and greater accountability across the ad supply chain.
How could these rules change what users see online?
Users could encounter fewer scam ads and more visible safeguards such as improved vetting and quicker takedowns. Platforms may also add warnings for ads under review and streamline reporting tools for suspicious adverts.
When would any new rules take effect?
Any new rules would follow Ofcom’s consultation and decision-making process; timing will depend on consultation responses and any implementation windows set by the regulator.
Source: BBC News – Technology
