This page provides an overview of, and links to, the findings from Ofcom's recent research on the online advertising ecosystem. The research was conducted to help inform our understanding of online advertising and supported the development of the draft Fraudulent Advertising Codes of Practice.
Ofcom commissioned several pieces of research to inform its consultation on the draft Fraudulent Advertising Codes of Practice (Codes). Building on earlier research into online fraud undertaken to support the Illegal content Codes of Practice, this new research increases our understanding of paid-for online advertising and informs our approach to the draft Codes.
This programme of research included: qualitative research with advertisers, consumer research exploring experiences of potentially fraudulent online advertising and associated harms, expert interviews with Trust and Safety practitioners, and a behavioural audit of services with advertising functionalities.
Together, these studies provide complementary perspectives from platforms, advertisers and consumers. We encourage regulated services, policymakers and other stakeholders to engage with the findings in these reports as part of the ongoing conversation about how best to reduce harm from fraudulent advertising and strengthen trust in the online advertising ecosystem.
| From the perspective of advertisers: | Online Advertising Pathways: A Qualitative Research Report |
| From the perspective of consumers: |
Online Paid-for Advertisements Research |
| From the perspective of Trust and Safety practitioners: |
Fraudulent advertising and account integrity: Expert insights on best practice |
| To examine how platform design within advertising functionalities influences user behaviour and online safety: | Behavioural Audit of Services with Advertising Functionality |
For more information, see the Fraudulent Advertising Codes Consultation.
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