Ofcom published draft rules on 10 July 2026 that would force major platforms — including Google, Facebook, Instagram, TikTok and YouTube — to actively hunt down and remove fraudulent adverts. But these are still only proposals, open for public consultation until 2 October 2026, with final rules not expected until mid-2027 at the earliest. For now, spotting a scam advert is still down to you — and this article explains how.
Why do scam adverts matter so much?
If you’ve ever scrolled past an advert online promising an unbelievable investment return, a miracle health cure, or a celebrity endorsing a product they’ve never heard of, you’re far from alone. According to Ofcom’s own research, 51% of UK adults online say they’ve come across a potentially fraudulent advert, and 36% say they see them regularly. Ofcom estimates that UK victims lose more than £200 million a year to scams that begin with an online advert — money that, for many people, represents savings built up over a lifetime.
Unlike a scam email or a dodgy phone call, a scam advert often appears on a site you trust — sitting right next to genuine news articles, search results, or posts from friends. That familiar setting is exactly what makes them so convincing, and so hard to spot.
What is Ofcom actually proposing?
The draft Fraudulent Advertising Code of Practice sets out nearly 40 measures that the largest platforms would have to follow under the Online Safety Act. The headline requirements include banning known scammers from a platform and stopping them from simply re-registering under a new name, verifying the identity of anyone setting up an advertising account — particularly for financial or investment adverts — and reviewing paid adverts on an ongoing basis, taking down fraudulent ones swiftly once found. Platforms would also need to set up dedicated, fast-track channels so that police and other trusted organisations can flag scam adverts directly, and make it genuinely easy for ordinary users to report one.
Which websites and apps would have to follow the new rules?
The draft code applies to the search engines and social media platforms Ofcom classes as the largest and highest-risk under the Online Safety Act. Named platforms include Google and Bing search, Facebook, Instagram, TikTok, Reddit, X (formerly Twitter), YouTube and Roblox. Smaller sites and apps aren’t covered by this particular code, so it’s worth remembering that the same caution still applies wherever else you browse.
When will these protections actually arrive?
Not soon. The consultation on the draft code stays open until 2 October 2026, and Ofcom has said it expects to issue a final statement “by mid-2027 at the latest.” Platforms would then need time to build and roll out the required checks. Realistically, that means the earliest UK users are likely to notice a real difference is late 2027 — over a year from now. Once the rules are in force, companies that don’t comply could face fines of up to £18 million or 10% of their global revenue, whichever is greater, though even that penalty only applies once the code is finalised and approved.
Consumer champion Martin Lewis, of MoneySavingExpert, has welcomed the move but warned that far more will be needed to properly protect people in the meantime — a reminder that regulation, however welcome, is not a substitute for staying alert yourself.
How can you spot a scam advert today, while you wait?
A few warning signs come up again and again in scam adverts, whichever platform they appear on:
- A promise of guaranteed high returns, free money, or a “once in a lifetime” investment opportunity
- A well-known face — a celebrity, a bank, or a TV personality — endorsing something they’ve never actually mentioned publicly
- Pressure to act immediately, or a countdown clock urging you to buy or invest right now
- A request to continue the conversation on WhatsApp or by text, away from the platform where you first saw the advert
- A web address in the advert that doesn’t quite match the company it claims to be from
If an advert ticks more than one of these boxes, treat it as suspicious and don’t click through or enter any personal or bank details.
What should you do if you spot one — or if you’ve already clicked?
If you simply spot a suspicious advert, don’t click it, and don’t share it with others before checking it out — reporting it directly to the platform (most have a “Report ad” option) helps get it taken down for everyone. If you’ve already clicked through and shared bank details or made a payment, contact your bank immediately using the number on the back of your card, not any number given in the advert itself. You can then report the fraud to Action Fraud, the UK’s national fraud reporting centre, on 0300 123 2040 or at actionfraud.police.uk. It’s also worth letting family members know what happened — scammers often target the same household more than once.
Key takeaway
New Ofcom rules published on 10 July 2026 would eventually force big tech platforms to actively remove scam adverts — but they’re still in consultation, and won’t be enforced until 2027 at the earliest. Until then, treat “too good to be true” adverts on any platform with suspicion, never rush into acting on one, and report anything that concerns you to the platform and, if money is lost, to your bank and Action Fraud on 0300 123 2040.
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