UK government plans to introduce stricter regulations for online advertising

In a bid to combat unlawful advertising practices, the UK government has announced its intention to impose stricter rules on social media and online platforms, such as Google Ads. The goal is to prevent underage individuals from being exposed to advertisements for products like gaming and alcohol.

The proposed measures aim to make the online advertising industry in the UK more suitable for the digital age. This includes addressing scams involving social media influencers and celebrities who receive gifts or payments in exchange for promoting various products on their platforms.

Strengthening accountability of major internet and “ad tech” groups

Under the new rules, major internet and “ad tech” groups, like Google, will bear more responsibility for controlling the content displayed on their platforms. Online publishers, websites serving adverts, and applications will also be subject to these regulations. Additionally, influencers who receive payment for promotional posts will fall under the purview of the rules.

The UK government plans to require search engines, social media companies, and other websites to implement special systems designed to prevent users from encountering illegal adverts. The focus will also be on reducing the number of advertisements for adult-facing products and services seen by underage individuals.

Before finalising the changes related to advertising for gaming and other age-sensitive products and services, the government will seek public input through a consultation process. However, these proposals will not impact the Advertising Standards Authority’s (ASA) regulation of legitimate, paid-for online advertising practices.

Proposals for curbing harmful advertisements and protecting vulnerable audiences

As per information shared by UK lawmakers, online advertising, which encompasses display ads, pop-ups, and banners, constituted around 75% (£34.77 billion) of the overall advertising spending in the UK during 2022. Nevertheless, the government has raised apprehensions regarding the surge in detrimental advertising practices, particularly concerning the involvement of celebrities and influencers in financial scams or the promotion of products that could potentially harm society.

Sir John Whittingdale, the creative industries minister, emphasised that the online advertising industry has grown significantly, but regulations have not kept pace. To protect consumers effectively, the government aims to enhance advertising rules and ensure their proper enforcement. As part of these efforts, a task force will collaborate with the industry, and the possibility of establishing a dedicated watchdog to oversee online advertising rules is also being considered.

This is not the first time that the advertising of certain products and services has come under scrutiny. In response to previous regulatory actions in 2021, Google introduced measures to prevent adverts for gaming services, alcohol, and prescription drugs from reaching individuals below the age of 18 or those not logged into their Google accounts. Nevertheless, some adverts have managed to evade these restrictions due to mislabeling.

Google asserted that its policies did not allow personalised advertising targeting based on gender, age, or interests for users under 18. The company also claimed to have policies in place to ensure that inappropriate adverts are not shown to younger audiences.

The UK government has already taken steps to address fraudulent adverts on search engines and social media platforms through the Online Safety Bill. However, the proposed new rules are expected to provide even stronger regulation for the sector.

The editorial unit