YouTube Under Pressure to Tighten Ad Checks Over Scam Risk
The Liberal Democrats in the UK have urged YouTube to implement television-standard vetting for ads, highlighting the cybersecurity risks associated with the platform's widespread use and its susceptibility to scam content and fraudulent promotions.
With its audience overtaking major traditional broadcasters, the party argues for a revision of YouTube's self-regulation model to mitigate cybersecurity threats.
"It's clearly not right that a platform now more watched than almost any traditional broadcaster is still operating under a 'lighter touch' advertising regime," says Max Wilkinson MP, Culture Spokesperson for the Lib Dems.
If YouTube were to align more closely with practices seen in traditional media, adverts would need pre-clearance from bodies like Clearcast and Radio Central. Currently, the platform allows content to be reviewed only post-publication, generally after user complaints.
YouTube's cyber measures
YouTube maintains that it already has rigorous cyber policies and procedures that do not require a broadcast-style regulatory framework.
A YouTube spokesperson says: "YouTube is not a broadcaster and should not be regulated like one. We have strict policies that govern the ads on our platform which we enforce rigorously."
The platform demonstrated its commitment to cybersecurity by removing 411.7 million UK advertisements and suspending 1.1 million advertising accounts in 2024, according to Google data.
"We cannot allow a two-tier system where traditional broadcasters face robust scrutiny, while a digital giant like YouTube is allowed to mark its own homework," Max Wilkinson explains.
Emerging scam threats
The Advertising Standards Authority (ASA) received 1,691 reports on potential scam ads in 2024, with 177 flagged for removal.
The rise of AI-generated deepfake videos featuring public figures in fake advertisements greatly concerns the cybersecurity community.
One notorious scam involved a deepfake video of King Charles supposedly endorsing cryptocurrency investments.
The ASA emphasises that deepfake celebrity endorsements are among the largest trends in online advertising fraud.
This challenges existing regulations and highlights the need for more robust frameworks to prevent misuse.
Challenges in cyber regulation
Currently, advertising oversight spans multiple agencies, each with varying responsibilities.
The ASA monitors adverts but intervenes only after publication, limiting pre-emptive action.
"The scam ads that the Liberal Democrats are highlighting are fraudulent and tackling them falls to Ofcom under the Online Safety Act, which is designed to hold platforms to account for tackling and deterring fraud on their services," an ASA spokesperson has said.
The Online Safety Act mandates that platforms assess user risks regarding illegal content, necessitating platforms to up their cyber vigilance.
Ofcom plans to introduce a code for regulating misleading ads, enforceable upon parliamentary approval.
Impact on cyber practices
YouTube's advertising policy currently bans fake content promoting counterfeit goods and deceptive endorsements.
Though it allows cryptocurrency ads, these must comply with local cyber laws.
"Regulations need to catch up with the reality of how people are watching content and unscrupulous advertisers must not be allowed to use loopholes to exploit people," Max Williamson argues.
This ongoing debate reflects broader cyber challenges confronting digital platforms as they rival traditional media in drawing audiences and advertising revenues.
The focus is on improving cybersecurity measures to align with the sophisticated tactics of cybercriminals.
