The Government has published its plans to crack down on harmful online advertising. One of its focuses will be fraudulent celebrity endorsements for scams. It will also be prioritising illegal paid-for advertising, protection for children, and pop ups containing malware. Changes to regulation will place more responsibilities not only on online publishes, apps and websites, but also “adtech” intermediary services and paid promotional posts by influencers. The Government is setting up a new taskforce and will consult on the details of further potential legislation.
The new Online Advertising Programme will work in conjunction with the measures being introduced in the Online Safety Bill.
The announcement follows an announcement earlier in July from the Online Fraud taskforce on the development of an Online Fraud Charter with the tech sector.