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Kate Whannel, a political reporter, recently highlighted concerns raised by the Liberal Democrats regarding the need for stricter vetting of ads on YouTube to protect users from harmful content such as scams, diet pills, and fake celebrity endorsements. The party is advocating for more rigorous screening of YouTube ads to prevent inappropriate content from reaching viewers and for the media regulator Ofcom to impose fines on violators. This call for action comes on the heels of Ofcom’s report, which revealed that YouTube has surpassed ITV to become the UK’s second most-watched media service after the BBC. Google, the parent company of YouTube, has emphasized its commitment to fostering an advertising environment that is trustworthy and transparent for users.
Unlike ads broadcast on traditional TV and radio, which are typically pre-approved by industry bodies like Clearcast and Radio Central, YouTube ads currently lack the same level of scrutiny. The Liberal Democrats argue that this disparity allows irresponsible advertising to proliferate unchecked online, leading to potential exploitation of consumers. Max Wilkinson MP, a culture spokesperson for the party, emphasized the need for regulations to adapt to the evolving landscape of content consumption, urging authorities to address loopholes that enable unscrupulous advertisers to take advantage of unsuspecting individuals. The call to treat YouTube ads more akin to TV and radio ads aims to safeguard UK consumers from deceptive or harmful content and press for government intervention.
In response to concerns raised by the Liberal Democrats, the Advertising Standards Authority (ASA) pointed out the criminal nature of scam ads and highlighted Ofcom’s role in addressing fraudulent activities under the Online Safety Act. The ASA supports Ofcom’s efforts to combat fraudulent advertising and collaborates with online platforms to remove illicit content. Moreover, the ASA reported an increase in reports of potential scam ads in 2024, with notable trends revolving around the use of AI to generate deepfake videos featuring celebrities and public figures endorsing questionable products. Online users are encouraged to report ads that violate Google’s ad policies, which prohibit the promotion of counterfeit goods, dangerous products, and hacking software.
As part of its commitment to protecting users from harmful content, Google disclosed that it removed a significant number of ads in the UK in 2024 and suspended numerous ad accounts. The Online Safety Act mandates online services to evaluate the risks posed by illegal content, including the potential for fraud, with Ofcom empowered to oversee efforts to combat fraudulent advertising. The regulatory body is currently in the process of developing a code of practice aimed at addressing fraudulent advertising, which will be enforced once approved by Parliament. Paying attention to the evolving advertising landscape, stakeholders are working towards enhancing oversight and safeguarding users against deceptive practices in the digital sphere
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