Members of Parliament Urge Tougher Screening of YouTube Adverts to Tackle Scam Surge

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Members of Parliament and industry leaders are calling for online adverts, particularly on platforms such as YouTube, to be regulated as strictly as television commercials, following a sharp increase in AI-generated scams using fabricated celebrity endorsements.

A rising number of fraudulent adverts have appeared on YouTube, many featuring deepfakes of prominent public figures such as Martin Lewis and Sir Richard Branson. These scams promote false investment schemes, often involving cryptocurrency or unrealistic financial claims, and have deceived thousands of viewers.

Under current UK law, all television adverts are subject to strict pre-broadcast checks, while online platforms rely largely on automated systems or user reports with minimal advance screening. Critics say this disparity has created a loophole that scammers continue to exploit.

MoneySavingExpert founder Martin Lewis, whose image has been repeatedly misused in fake ads, described the situation as “beyond frustrating.” His team flags scams daily, but many remain active for days, undermining public trust and harming reputations.

Although the Online Safety Act requires tech firms to remove illegal content, including scam advertising, pressure is increasing on the Labour government to ensure effective enforcement. The lack of mandatory pre-approval for digital adverts continues to be a major concern for consumer protection advocates.

Former digital minister Damian Collins is among those calling for online adverts to be subject to the same pre-clearance system as TV ads. He argued that without such a framework, tech companies will continue to allow dangerous content to circulate unchecked.

Sir Richard Branson’s name and image have also been misused in misleading adverts. In some cases, AI-generated videos have falsely shown him endorsing investment schemes, potentially leading to significant financial losses for unsuspecting viewers.

The Advertising Standards Authority has acknowledged the scale of the problem but does not currently review online advertisements before publication. Instead, the ASA relies on public complaints and post-publication investigations, which often come too late to prevent harm.

Although platforms such as Google claim to be enhancing their detection tools, evidence indicates that AI-generated content still bypasses existing safeguards. With the volume of fraudulent adverts rising, MPs and campaigners argue that a tougher regulatory model is urgently needed to protect users and uphold the integrity of public figures.