This research details both the methodology and key findings from a behavioural audit to examine how platform design within advertising functionalities influences user (including advertiser) behaviour and the risks associated with fraudulent advertising through a behavioural audit.
This research uses a behavioural audit methodology designed and conducted by Ofcom’s Behavioural Insight Hub to inform our understanding of how fraudulent advertising may occur on major online platforms. The research supports the development of regulatory codes of practice under the UK Online Safety Act (OSA), specifically focusing on duties relating to fraudulent advertising.
By systematically mapping the user/advertiser journey, we found the following:
- Across the sign-up process, systems and processes seemed to prioritise speed and ease of use, often at the expense of verification, transparency, and early risk mitigation.
- Ad creation workflows appeared to be designed to increase reach, spend, and performance while safeguards and policies are less prominent at key decision points.
- Reporting mechanisms for adverts and advertisers were available but were sometimes complex and provided limited feedback.
- Account security was generally weak, with weak default protections and unclear escalation routes.
While this research delivers important insights into platforms’ design features, it only provides a snapshot of platform design and practices at a specific point in time and across a limited set of services and user journeys.
If you would like to comment on this Insights paper, please email to: behavioural.insights@ofcom.org.uk
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