​Online Scams, Fake Ads and Fraudulent Advertising in the UK

Online scams and fake ads are now a major problem across social media, search engines, websites and apps.
They can appear in paid search results, social feeds, banner ads, sponsored posts and in third-party ad networks that place ads across the wider web. In the UK, this is no longer just a consumer nuisance — it is a fraud issue that affects millions of people and causes serious financial harm.
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Scam ads often look convincing because they imitate trusted brands, government bodies, banks, investment services, well-known retailers or even public figures. Some are designed to steal money directly, while others are used to collect personal details, login credentials or payment information. Others lead to fake websites, malware downloads, or phishing pages.

These advertisements are not just annoying — they are part of a wider fraud ecosystem that can cause financial harm, steal personal information and expose users to phishing pages, malware and fake investment schemes. Public reporting and regulatory action suggest the problem is persistent, profitable for criminals and still under-controlled.​

Why scam ads are such a big problem

Scam ads are attractive to criminals because they are cheap to run, easy to scale and capable of reaching huge audiences before they are removed. Fraudsters can create new accounts, change creative assets quickly, and keep relaunching campaigns after enforcement action. That means one fake ad may only stay live briefly, but the same criminal operation can keep coming back in new forms.
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The scale of the problem is made worse by the fact that many people do not report scam ads. UK research shows that embarrassment, confusion, time pressure and a belief that nothing will be done all reduce reporting. As a result, the true scale of fake ads and scam exposure is likely higher than the figures that appear in official complaint data.

Who is responsible?

Responsibility for scam ads is shared, but platforms cannot escape their role. Social networks, search engines and ad networks control the systems that place, target and monetise the ads, so they are in the best position to prevent bad actors from using those systems in the first place. Ofcom has said major platforms should be held accountable for scam ads and should face stronger duties to stop repeat offenders and improve advertiser checks.

Advertisers themselves are still responsible for the content they place, and regulators such as the ASA continue to investigate misleading and fraudulent advertising. In more serious cases, law enforcement and financial regulators may also become involved. But in practice, scam ads are often distributed through platform systems that should have better screening and verification in place.

Apps and Websites
Apps and websites should be held responsible to a meaningful degree, especially when they host, target, profit from, or fail to remove fake, misleading, AI-generated, or scam ads. The strongest current direction in the UK is moving that way: Ofcom says major platforms will be held accountable for scam ads, with proposed duties to verify advertisers, block repeat offenders, and remove fraudulent ads quickly.

Who should be responsible?

Platforms should carry a significant share of the responsibility because they control the systems that place, target and monetise the ads. If a platform profits from advertising, it should also have a duty to verify advertisers properly, spot repeat offenders and remove harmful ads quickly.

​Why should responsibility sit with platforms?
Apps and websites are not just passive pipes. They control ad inventory, ad approval, targeting, and takedown systems, so they are in the best position to stop harmful ads before users see them. Ofcom’s proposed code specifically expects platforms to ban bad actors, check advertiser identities, reduce account hijacking, and tackle AI tools being used to generate scam content..

There is also a clear consumer-harm argument. If a platform profits from advertising, it should not be able to avoid responsibility when its systems are repeatedly used to deceive people. Australian parliamentary reporting makes the same basic point, saying digital platforms can profit from scams directly through ad sales or indirectly through app commissions, and should have mandatory processes to prevent and remove scams, harmful apps, and fake reviews.

Government also needs to do more. Better regulation, stronger penalties and clearer duties for platforms would make scam advertising less profitable and reduce the burden on ordinary users. Ofcom has already said big platforms should be held accountable for tackling scam ads.

​Why aren’t they being held to account?

Because the system is still built on the outdated idea that platforms are just neutral hosts. In reality, they profit from ad delivery, shape what people see, and have the technical ability to stop repeat offenders far faster than the average user ever could. When scam ads keep showing up, that is not just a fraud problem — it is a failure of platform governance.
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The public should not be expected to act as unpaid fraud investigators. Yes, reporting helps, but it is a weak substitute for proper prevention. If a platform is making money from ad inventory, it should also be responsible for knowing who is buying it, what is being shown, and how quickly harmful ads are removed.

What the UK is doing TO COMBAT FAKE ADS

The UK has a Scam Ad Alert system run through the ASA, which allows the public to report scam ads in paid-for space. Reports are shared with participating platforms and publishers so the offending ads can be removed and the advertiser accounts blocked where possible. The ASA also shares alerts with the National Cyber Security Centre, which can help take down malicious websites linked to scam ads.tandfonline+3
Ofcom is also moving toward tougher rules, including requirements for platforms to stop repeat offenders, verify advertisers more effectively, improve account security and reduce the use of AI tools to generate scam content. These changes reflect the reality that scam ads are not random mistakes — they are often part of organised, repeatable fraud systems.

Why people do not report fake ads

Many victims stay silent because they feel embarrassed. Scam ads often work by making people feel rushed, flattered, hopeful or panicked, which means the person who clicked may later feel ashamed or foolish. That embarrassment can be especially strong if the scam involved money, dating, “too good to be true” offers, or content people may not want to admit they viewed.

There is also a practical barrier. If reporting forms are slow or if users think no action will be taken, they are less likely to report at all. This creates a cycle where under-reporting hides the real scale of the problem and makes the fraud ecosystem harder to measure.

What to do if you see a scam ad: If you see a suspicious ad, do not click it, do not enter personal details and do not share it with others as if it were legitimate. Report it through the platform where you saw it and, if it is in paid-for space, report it to the ASA scam ad form. If the ad leads to a suspicious website, the NCSC can also be notified.

If you think you have been tricked, act quickly. Contact your bank or card provider if money or card details were involved, change passwords if login details may have been exposed, and report the incident to the proper UK channels. The faster a scam is reported, the more likely it is that others will be protected from the same campaign.

​What about AI-generated ads?

AI does not remove accountability. The ASA has said its rules are media-neutral, meaning AI-generated ads are subject to the same misleadingness and social responsibility standards as any other ad, and that using automated tools does not transfer responsibility away from the advertiser.
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That matters because a convincing deepfake or synthetic endorsement can make a scam ad look far more legitimate than a basic fake banner ever could. The more realistic the ad, the stronger the case for strict platform checks and fast removal systems.

A fair legal position
The most defensible position is shared responsibility:

• Advertisers should be liable for the content they create.
• Platforms and app owners should be liable when they fail to verify, review, or remove scam ads properly.
• Government and regulators should set clear duties and penalties so platforms cannot profit first and clean up later.

That is especially important where platforms repeatedly host the same type of scam, fail to stop new accounts from appearing, or allow fake financial promotions and impersonation ads to spread.

Why THE government should do more TO COMBAT FAKE ADS

Government intervention matters because scam ads are not just a platform moderation issue — they are part of a wider fraud economy. If criminal groups can repeatedly buy reach through major ad systems, then the public is effectively being exposed to a weak link in the online advertising supply chain.

Stronger regulation, better enforcement and meaningful penalties are needed to make fraud less profitable.
A stronger approach would mean requiring platforms to verify advertisers properly, remove repeat offenders faster, publish clearer transparency data and face real consequences when they repeatedly fail to stop harmful ads. That would shift responsibility away from the public and back to the companies and systems that profit from the ad ecosystem.

Conclusion

Scam ads are a modern fraud problem, not a minor irritation. They exploit trust, scale quickly, and can reach people through social media, search engines, apps and websites alike. The UK is making progress, but more needs to be done by platforms, regulators and government to stop these ads from appearing in the first place.

FAQ

What are scam ads?
Scam ads are paid advertisements that use deception to steal money, personal data, or account access. They often imitate trusted brands, celebrities, news outlets, or financial services.

Why do scam ads keep appearing?
They keep appearing because scammers can create new accounts quickly, change creative assets fast, and exploit large ad systems at scale. Even when one ad is removed, another version often replaces it.
Are platforms responsible for scam ads?
Yes, at least partly. Platforms control the ad systems and earn revenue from them, so they have a responsibility to verify advertisers, screen ads, and remove harmful content quickly.

Why can’t users just report every scam ad?
Users can help, but they should not be expected to do the main enforcement work. Most people will not spot every scam, and some ads are designed to look convincing enough to fool even careful users.

What should government do?
Government should require stronger ad verification, faster removals, clearer reporting processes, tougher penalties, and better oversight of ad networks and intermediaries.

What should I do if I see a scam ad?
Do not click it, do not enter personal details, report it on the platform, and if necessary report it to the relevant UK consumer or advertising body.

Are scam ads a serious problem in the UK?
Yes. Public reporting suggests the problem is large enough to cost UK consumers hundreds of millions of pounds a year and to affect millions of people.

Can scam ads appear on apps and websites too?
​Yes. Third-party ad networks can place ads across apps, games, and websites, which means scam ads are not limited to social media platforms.

​Reporting and support

If you see a scam advert, do not click it or share any personal details. Report the ad to the platform where you saw it, then report it to the ASA if it appeared in paid-for space. If the advert leads to a suspicious website or phishing page, you can also report it to the NCSC. If money has been lost or your details have been used, report the incident to Action Fraud and contact your bank or card provider immediately.

If you want to report scam ads in the UK, here are the main organisations to contact:

• ASA Scam Ad Report Form — report scam adverts in paid-for space, including social media ads, paid search ads and ads on news websites: https://www.asa.org.uk/make-a-complaint/report-an-online-scam-ad.htmlasa
• NCSC — report an online advert that looks like a scam or leads to a phishing site: https://www.ncsc.gov.uk/collection/phishing-scams/report-scam-advertncsc.gov
• Ofcom — use this if you want to complain about an advert you’ve seen online: https://www.ofcom.org.uk/make-a-complaint/complain-about-a-video-sharing-platform-vsp/sites-and-apps/advertofcom.org
• Action Fraud — report fraud, cyber crime or suspected attempted fraud: https://www.actionfraud.police.uk/police
• Police UK — for crime reporting guidance and to contact police in more urgent cases: https://www.police.uk/pu/contact-us/what-and-how-to-report/how-to-report/police
• GOV.UK report crime — if the situation is urgent or you need general crime reporting guidance: https://www.gov.uk/report-crimegov
• Crimestoppers — to report anonymously: https://www.crimestoppers-uk.org/

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Emergency note
If you think someone is in immediate danger or a serious offence is in progress, call 999.

Should I raise the issue with my local MP

Yes — for a UK-wide issue like scam ads, it is a good idea to raise it with your local MP as well as the ASA, Ofcom, NCSC or Action Fraud. UK Parliament guidance says MPs are there to raise constituent concerns and can help push issues affecting people in their area or issues that need government action.

Why contact your MP

• Raise the issue in Parliament.
• Write to a minister or regulator.
• Support tougher rules on platforms and ad networks.
• Help build political pressure if scam ads are affecting lots of constituents.parliament+3

This is especially relevant if you want stronger laws, better enforcement, or more accountability for platforms rather than just reporting a single ad. Parliament guidance also notes that MPs are a good first contact when you want a national issue debated or changed.

Contact your MP if:

• You have personally been affected by scam ads.
• You think the issue is harming people in your local area.
• You want better regulation or stronger government action.
• You want your experience to help support a broader campaign.parliament+3

Keep it short and specific:

• Explain what happened.
• Say why it matters to you or your community.
• Ask for a clear action, such as raising the issue with a minister, tabling a question, or supporting stricter platform accountability.
• Include your full name, address and postcode so they know you are a constituent.

Raising concerns with your local MP is sensible and potentially useful, especially if you want the government to do more about scam ads rather than just relying on platform reporting and moderation.