The IPA has welcomed the news of Ofcom’s proposed crackdown on fraudulent online advertising, announced on Friday (10 July), which would require major tech platforms and search engines to take much stronger action against scam advertisements under the UK’s Online Safety Act.
According to Ofcom’s own research, over half (51%) of adults have encountered potentially fraudulent ads online, with over a third (36%) seeing them frequently.
Says Nigel Gwilliam, Director of Media Affairs, IPA:
“We deplore this activity. Scam ads are not only costing UK consumers millions, they often exploit trusted brands and they undermine confidence in online advertising. The consequence is that the whole advertising industry is being reputationally damaged. As such, it is imperative that the platforms that carry these ads do everything in their power to tackle this criminal activity.”
The IPA will be consulting members and making a submission to Ofcom’s consultation, Fraudulent Advertising Codes of Practice, which runs until 2 October.
Last updated 15 July 2026