ISBA has commented after Ofcom proposed new rules for countering fraud on big tech platforms, as well as publishing draft proposals for giving users more control over their experience online.
Ofcom’s announcement, which you can find in full here, includes:
- A draft ‘fraudulent advertising code’ which will legally require tech companies to put measures in place to address scam ads
- 40 new practical measures within that code, including banning bad actors and preventing them creating new accounts; intercepting imposters posing as legitimate businesses; ensuring that anyone posting an ad for banking or investment services is legally allowed to, such as by being registered with the FCA; and testing AI ad-making tools to reduce the risk of misuse
- Draft rules under the Online Safety Act, to apply to platforms such as Facebook, TikTok and Snapchat, which would require clear and accessible site rules for users, with easy complaint procedures
- Proposals to give adults more tools to keep harmful content such as suicide, self-harm, or abusive material out of their feeds – as well as the choice to filter out content from, and prevent their own posts being seen by, unverified accounts
Ofcom is consulting on its counter-fraud proposals until 2 October, with final decisions due next year.
Reacting to the announcement, Steve Chester, ISBA’s Director of Media, said:
“From ‘ads’ impersonating well-known brands and damaging their reputation, to click fraud distorting the targeting of ad campaigns and ruining results, fraud is a major concern for advertisers – so it’s very welcome that Ofcom has announced that it is taking action.
“We know that fraud is the most prevalent crime in the UK. With digital advertising so essential to advertisers’ marketing mix, proportionate regulation of tech platforms to help tackle the problem is the right thing to do. We hope that Ofcom’s proposed measures will be swiftly considered and, wherever possible, adopted.
“It’s also welcome to see Ofcom acting to give users more control over the types of content they see. User and brand safety are an absolute priority for advertisers, who want a healthier online environment. The clear expectation from policymakers and regulators – and from advertisers – is for more to be done to tackle online harms.”
If you'd like to discuss ISBA’s perspective further or want more information, please get in touch.