Among the platforms forced to deal with the UK’s fraudulent ads are YouTube, Facebook and X

Platforms such as YouTube, Instagram and TikTok must take action to tackle fraudulent ads, according to new proposals from Ofcom.

The regulator has published draft measures it says tech giants must take to prevent people from falling victim to fraudulent ads online – along with a list of services facing additional responsibilities under the Online Safety Act (OSA).

It says that more than half of adults in the UK have come across potentially fraudulent ads online and more than a third see them often.

If the draft measures are passed into law, firms that fail to comply could be fined £18m or 10% of their global turnover – whichever is greater.

Oliver Griffiths, Ofcom’s director of online safety, said: “For too long, victims have been exposed to deceptive advertising online.

“We expect companies to take strong action to remove fraudulent ads and root out the bad actors behind them to protect their users.”

Ofcom’s actions target content that advertises products or services in a way that misleads or deceives viewers.

This includes banning tech companies that post scams and prevent new accounts from being created, as well as people impersonating real businesses, he said.

“Forums don’t have to drag their heels — they start making improvements for their users now,” Griffiths said.

“And sites and apps that don’t comply with their legal obligations can expect serious consequences once they’re up and running.”