The Liberal Democrats are advocating for immediate regulation of YouTube advertising due to the prevalence of scams, including deepfakes and impersonated public figures. Despite its growing influence and viewership, YouTube's advertising remains largely unchecked, unlike traditional broadcasters that must adhere to strict Advertising Standards Authority (ASA) rules. Recent fraudulent advertisements have exploited the likeness of public figures to mislead viewers, prompting numerous complaints. The absence of pre-approval and independent enforcement allows misleading content to persist for extended periods, exposing the public to potential harm.
The Liberal Democrats are calling for urgent regulation of YouTube advertising after scams including deepfakes, impersonated public figures and fraudulent investment claims were found to be spreading on the platform with little oversight.
YouTube adverts fall under the same Advertising Standards Authority (ASA) rules as TV, but unlike broadcasters, there is no pre-approval, real-time scrutiny or independent enforcement unless someone complains.
Max Wilkinson, the Liberal Democrats' spokesperson for culture, media and sport, said the system leaves the public exposed.
The lack of mandatory pre-approval or independent enforcement means that many of these adverts remain online for days before action is taken, if any is.
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