New Delhi | The United Kingdom’s communications regulator, Ofcom, has unveiled sweeping proposals to crack down on fraudulent online advertisements by placing stricter legal responsibilities on major digital platforms. Under the draft measures, services including YouTube, Instagram, TikTok, Facebook, WhatsApp, X, Snapchat, Reddit, Pinterest, Roblox, and Quora would be required to introduce robust systems to detect, prevent, and swiftly remove scam advertisements from their platforms. If the proposals become law, companies that fail to comply could face fines of up to £18 million or 10 percent of their global annual turnover, whichever is higher.
According to Ofcom, its research found that more than half of UK adults have encountered potentially fraudulent advertisements online, while over one-third reported seeing such advertisements regularly. The regulator said the growing scale of online fraud has made it essential to strengthen the accountability of technology companies operating digital platforms.
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Under the proposed framework, platforms will be required to ban accounts that publish scam advertisements or impersonate legitimate businesses to deceive users. They must also implement effective measures to prevent banned individuals or organisations from creating new accounts and continuing fraudulent activities.
Ofcom’s Director of Online Safety, Oliver Griffiths, said technology companies have not done enough to tackle fraudsters using their platforms, leaving millions of users exposed to financial scams. He stressed that companies should begin strengthening their safeguards immediately rather than waiting for the rules to become legally enforceable.
The proposals have been drafted under the UK’s Online Safety Act, which introduces additional transparency and accountability obligations for platforms classified under Category 1, 2A, and 2B. These services will be required to establish systems that reduce users’ exposure to fraudulent advertisements, promptly remove reported scam content, and minimise the amount of time such content remains available online.
Ofcom has identified Facebook, Instagram, WhatsApp, YouTube, TikTok, X, Snapchat, Reddit, Pinterest, Quora, and Roblox among the major services expected to face the toughest obligations under the proposed regime. Meanwhile, Apple’s iMessage, Meta Messenger, Threads, and Wikipedia are being monitored as potential emerging Category 1 services.
The regulator has launched a public consultation on the draft measures, inviting feedback from industry stakeholders and the public before the rules are finalised. The proposals are aimed at strengthening online consumer protection as digital fraud becomes increasingly sophisticated.
Consumer advocacy group Which? welcomed the proposals, describing them as a significant step toward holding technology companies accountable for enabling fraudulent advertisements that harm users. However, the organisation also expressed concern that the implementation timeline could leave consumers vulnerable until the new protections are fully enforced, especially as artificial intelligence is making online scams more convincing and difficult to detect.
Renowned cybercrime expert and former IPS officer Prof. Triveni Singh said fraudulent online advertisements have become one of the most effective tools used by cybercriminals. He noted that AI-generated content, deepfakes, brand impersonation, and sophisticated social engineering techniques are increasingly being used to deceive people through fake investment schemes, job offers, e-commerce platforms, and financial services. According to him, digital platforms must significantly strengthen advertisement verification mechanisms, real-time monitoring systems, rapid complaint redressal, and coordination with law enforcement agencies to provide stronger protection against evolving online fraud.
About the author — Suvedita Nath is a science student with a growing interest in cybercrime and digital safety. She writes on online activity, cyber threats, and technology-driven risks. Her work focuses on clarity, accuracy, and public awareness.
