Customers that come across scam ads online will be able to report them to a State-backed system for the first time from today.
The UK Scam Ad Alert System will allow internet users to flag bogus ads by providing details like the ad’s web address and content.
The system is being headed up by the Advertising Standards Authority (ASA) and the Internet Advertising Bureau (IAB).
While most big internet services like Amazon and Facebook Marketplace already employ their own scam prevention methods, the new alert system will allow the details of the fake ads to be shared among all platforms that could be affected.
Once reported, the ASA will circulate the advertiser’s details, remove the ad, and suspend the perpetrators account if possible.
The launch follows a three-month pilot by the ASA and the IAB, which allowed the system to alert platforms and publishers to paid-for scam ads. Fake ads