Consultation: Proposals for the regulation of advertising on video-sharing platforms

  • Start: 26 May 2021
  • Status: Open
  • End: 28 July 2021

Since 1 November 2020, new rules around protecting users from harmful content, including standards around advertising have applied to UK-established video-sharing platforms (VSPs).

The statutory framework for VSP advertising distinguishes between advertising that is marketed, sold or arranged by the VSP provider and advertising that is not. Our consultation reflects this distinction and proposes a regulatory approach that is designed to be as simple, straightforward and technology neutral as possible.

  • VSP-controlled advertising: VSPs are legally responsible for ensuring that advertising they market, sell or arrange meets certain requirements to protect users from potential harm. We are proposing to designate the Advertising Standards Authority to administer day-to-day regulation of VSP-controlled advertising, with Ofcom as a statutory backstop regulator.
  • Non-VSP-controlled advertising: For advertising not marketed, sold or arranged by VSP providers, VSPs are required to take appropriate measures to ensure users are protected. We propose that Ofcom will assess the appropriateness of the measures taken by VSPs.

We are consulting on draft guidance designed to help VSPs to understand and comply with their advertising obligations.

Responding to this consultation

Please submit responses using the consultation response form (ODT, 50.1 KB).


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