The UK communications regulator, Ofcom, has launched a consultation on proposed Fraudulent Advertising Codes of Practice, setting out measures that certain large online platforms and services would be required to take to tackle fraudulent advertising under the Online Safety Act 2023. The proposals focus on paid-for advertising and include measures relating to advertiser verification, account integrity, advertising moderation, and the identification and prevention of fraudulent advertising. The consultation closes on 2 October 2026.
UKFT is reviewing the consultation and is seeking member feedback to help inform its response. We are particularly interested in understanding members’ experiences of fraudulent advertising, the impact on legitimate businesses and brands, and whether the proposed measures would be effective and proportionate in practice.
Members are invited to share views on:
- The types and volume of fraudulent advertising affecting their business and whether this has changed in recent years;
- Whether particular online platforms present greater challenges, including the use of AI-generated or manipulated advertising;
- How businesses currently verify and manage their online advertising accounts and campaigns, and any challenges they face in demonstrating that they are legitimate advertisers;
- The impact of fraudulent advertising on brand reputation, customer trust, sales, customer service and internal resources;
- The effectiveness of current platform reporting and removal processes, including whether legitimate advertising is ever incorrectly flagged, restricted or removed;
- Which of Ofcom’s proposed measures would have the greatest positive impact, and whether there are any gaps or additional measures that should be considered;
- Whether the proposed requirements are proportionate and practical, and any additional administrative burden or unintended consequences for legitimate advertisers, particularly smaller businesses; and
- Any specific considerations for the fashion and textile sector, including the copying of brand imagery and products, counterfeit goods, fraudulent sustainability claims, social media purchasing and fast-moving promotional campaigns.
UKFT Members wishing to provide feedback should send their comments directly to sustainability@ukft.org
