Advertisers responsible for scam content are continuing to operate on social media platforms, even after their fraudulent advertisements have been removed, according to consumer group Which?.
Which? investigations have found instances where scam ads, including those using AI-generated deepfake videos for menopause creams and investment scams impersonating public figures, were taken down, but the advertisers subsequently created new accounts to promote similar products.
One advertiser, whose menopause cream ads were banned by Meta for 'unacceptable business practices', later launched a new account with a similar name and logo, promoting the same product. This new account had an estimated reach of 23,392 from 18 live adverts.
Similarly, an advertiser behind investment scams impersonating Matt Allwright, the BBC, and Lloyds Bank, remained active after their initial ads were removed, publishing new versions. An advertiser promoting weight loss patches via deepfake videos on YouTube also continued to operate after their ads were taken down for 'violating ads policies'.
Under the draft Online Safety Act’s fraudulent advertising codes, the regulator Ofcom will require tech platforms to ban bad actors and prevent them from creating new accounts. However, these rules are still being drafted and are not expected to be in force until late 2027.