The government’s latest set of ‘toughened’ up advertising rules sees it protecting children as it cracks down on illegal ads and influencer scams, making online advertising regulation “fit for the digital age”.
The rules will restrict access to potentially dangerous, age-restricted advertising and clamp down on fake celebrity scams, following a review into paid-for online advertising by the government’s Online Advertising Programme.
Social media sites, websites and ad tech platforms will now be held responsible for monitoring advertising content that is hosted on their sites. They will need to ensure that children are not exposed to age-restricted advertising for products such as alcohol and gambling, or adult-rated films and games.
Fake, celebrity-endorsed financial scams have also been targeted by the new legislation and online platforms may be forced to follow in Meta’s footsteps by only allowing financial services firms approved by the UK regulator to advertise.
The legislation will also look to restrict advertising for illegal products such as fake designer clothes, fake tickets, weapons and drugs – a move which is especially pertinent with the rise of AI deepfake scams.
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Led by creative industries minister Sir John Whittingdale, the new Online Advertising Taskforce was set up to build upon these initial first steps before greater regulations are gradually introduced. Former McCann Worldgroup UK and Europe president Mark Lund has been enlisted as his deputy.
“Advertising is a huge industry in which Britain is a world leader. However, as online advertising has taken a steadily bigger share, the rules governing it have not kept pace and so we intend to strengthen them to ensure consumers are properly protected,” Whittingdale said.
“Our plans will shut down the scammers using online adverts to con people out of their cash and will stop damaging and inappropriate products being targeted at children.
He added: “We will make sure that our proposed regulation helps keep people safe while supporting and enhancing the legitimate advertising industry so it can maximise its innovation and potential.”
