More than half of UK adults have come across potentially fraudulent ads online, and over a third see them often, Ofcom has said as it published draft measures forcing platforms like YouTube, Instagram and TikTok to take action against scam adverts.
The regulator’s proposals, released on 10 July 2026, set out the steps big tech should take to protect users from being tricked. Under the Online Safety Act, services that fail to comply could be made to pay £18m or 10% of global turnover – whichever is greater.
“Ofcom proposes forcing tech giants to tackle scam ads or face £18m fines”
“For too long, victims have been exposed to scam ads online with tech giants simply not doing enough to combat the fraudsters using their platforms,” said Oliver Griffiths, Ofcom’s online safety director. “We expect firms to take robust action to stamp out scam ads and boot out the bad actors behind them to safeguard their users.”
The proposed measures target content that advertises products or services in a misleading way. They would require tech firms to ban those who post scams, prevent them from creating new accounts, and stop impersonation of real businesses.
“Platforms should not drag their heels – they can start making improvements for their users now,” Griffiths said. “And sites and apps that fail to meet their legal duties, once in force, can expect to face serious consequences.”
Paid-for false advertising that convinces people to part with cash has become a familiar part of everyday life online. On Friday the UK’s advertising watchdog warned claims in adverts for some portable air conditioning units shown on Facebook and YouTube were “too good to be true”. In early June, concerns were raised over ads on X containing fake AI-generated images of Reform leader Nigel Farage fighting Bank of England governor Andrew Bailey.
Ofcom has faced calls to take action, but some of its powers are bound up with rules for categorised services that have not yet been enforced. The regulator has now published its register of categorised services – including Category 1 platforms it says should face the toughest additional requirements due to their size and popularity. These are Facebook, Instagram, Pinterest, Quora, Reddit, Roblox, Snapchat, TikTok, WhatsApp, X and YouTube. Ofcom said it is also monitoring Apple’s dedicated…