Statement: The regulation of advertising on video-sharing platforms

  • Start: 26 May 2021
  • Status: Statement published
  • End: 28 July 2021

Statement published 7 December 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. Between 26 May 2021 and 28 July 2021, Ofcom consulted on a regulatory approach that reflected this distinction and one that was designed to be as straightforward and technology-neutral as possible. We also consulted on proposals to designate the Advertising Standards Authority to administer day-to-day regulation of VSP-controlled advertising – with Ofcom as a statutory backstop regulator – and draft guidance designed to help VSPs to understand and comply with their advertising obligations. We have considered comments received in response to our consultation and this statement sets out our decision on regulating advertising on VSPs.

We have published our designation of the ASA and our final guidance alongside this statement.

Main documents

Supporting documents

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Responder name Type
5Rights Foundation (PDF File, 178.8 KB) Organisation
Age Verification Providers Association (PDF File, 185.4 KB) Organisation
Alcohol Focus Scotland (PDF File, 223.7 KB) Organisation
Antisemitism Policy Trust (PDF File, 81.4 KB) Organisation
Channel 4 (PDF File, 170.2 KB) Organisation
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