The Liberal Democrats have called for urgent regulation of YouTube advertising, citing a wave of scams including deepfakes, impersonated public figures and fraudulent investment claims. The party argues that the platform's adverts remain largely unchecked by independent regulators, despite Ofcom data showing YouTube has overtaken ITV in weekly UK viewership.
Recent scams include ads using an AI-generated voice and likeness of consumer champion Martin Lewis to promote a cryptocurrency scheme. Other viewers have reported false product claims, scam diet pills and fake competitions, with little clarity on how to report or block such content.
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 a complaint is made. Max Wilkinson, the Lib Dem spokesperson for culture, media and sport, said: '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.'
The party is calling for YouTube advertising to be brought into line with the system used for TV and radio, including tougher oversight and the power for Ofcom to levy fines on platforms that repeatedly allow harmful or misleading ads. It also wants revenues from fines to support victims of online scams.
A YouTube spokesperson said: 'YouTube is not a broadcaster and it should not be regulated like one. We have strict policies that govern the ads on our platform which we enforce rigorously.'
