Like you, I am extremely concerned about the sale of counterfeit and potentially dangerous products online, which is why the Government is taking steps to ensure there is a fair, accountable and ethical system in place for online advertising that works for citizens, businesses and society.
As you might be aware, advertising standards in the UK are set out in the CAP (The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing) and BCAP (The UK Code of Broadcast Advertising) codes. For the CAP code for non-broadcast advertising, the Advertising Standards Authority acts as the industry’s self-regulator. It is my understanding that the Government is looking at the wider regulatory framework for advertising online through the upcoming Online Advertising Programme which will explore how to address harms in the content and placement of advertising online.
A consultation ran from March to June 2022 on the review of the regulatory framework of paid-for online advertising to tackle the evident lack of transparency and accountability across the whole supply chain. As part of this, the Government will use the feedback to consider how to build on the existing self-regulatory framework, by strengthening the mechanisms currently in place and those being developed, to equip regulators to meet the challenges of the online sphere, whilst maintaining the Government’s pro-innovation and proportionate approach to digital regulation.
I am encouraged other measures are being introduced through the Online Safety Bill. For example, the Online Safety Bill will require the largest and most popular social media platforms and search engines to prevent paid-for fraudulent adverts appearing on their services. This will improve protections for internet users from the potentially devastating impact of fake ads, including where criminals impersonate celebrities or companies to steal people’s personal data, peddle dodgy financial investments or break into bank accounts.