"GeoEdge, the global authority in ad security and user protection, today (18th November, 2025) announced the launch of User Safety Now, a global initiative urging the adoption of a universal safety standard for digital advertising. The initiative follows GeoEdge's warning to regulators and digital media industry leaders that the internet is confronting a mounting user-safety crisis. In 2025, GeoEdge found that 1 in every 40 programmatic impressions in North America carried malicious intent designed to defraud users."
"Despite strict regulations governing privacy, the digital economy has almost no laws protecting people from harmful ads. User Safety Now aims to confront this gap directly. The campaign is designed to mobilise regulators, demand accountability across ad tech, and establish a universal user-safety standard for digital advertising. "The future of advertising cannot be built on unsafe ground," said Amnon Siev, CEO of GeoEdge. "Ad tech chased privacy and forgot people, creating the largest unregulated risk to consumers in online advertising.""
GeoEdge launched User Safety Now to push for a universal safety standard in digital advertising and to mobilise regulators and industry accountability. GeoEdge found that in 2025 one in every 40 programmatic impressions in North America carried malicious intent to defraud users. Meta reportedly earned USD$16bn (£12.2bn) last year from scam and illegal ads while users faced 15 billion high-risk scam ads daily on the platform. The digital economy lacks comprehensive laws protecting people from harmful ads. The campaign calls for accelerated user-safety legislation, publisher transparency into SSP/DSP safety performance, platform action to cut malvertising pathways, and industry-wide accountability. GeoEdge will support the initiative with global research, safety-scoring frameworks, policy recommendations, and advanced anti-malvertising and anti-cloaking technology.
Read at Exchangewire
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