The Liberal Democrats have urged the UK government to impose stricter regulation on advertisements shown on YouTube, calling for them to be vetted in the same way as those broadcast on traditional television and radio.
The party’s demand comes amid growing concerns about harmful online content, including scams, fake celebrity endorsements, and the promotion of questionable diet products, which they argue too often appear on the platform before being reviewed or taken down.
“YouTube is now more watched than almost any traditional broadcaster, yet operates under a much lighter-touch regime,” said Max Wilkinson MP, the Liberal Democrats’ culture spokesperson. We cannot allow a two-tier system where TV adverts face robust scrutiny, while a digital giant like YouTube marks its own homework.
Wilkinson added that regulations need to reflect how people actually consume media today. “The government must act to protect consumers. Ofcom should treat YouTube adverts more like TV and radio spots, including issuing fines where necessary.”
The call for reform follows Ofcom’s recent annual report, which revealed YouTube has overtaken ITV as the UK’s second most-watched media service, trailing only the BBC.
Currently, most television and radio adverts in the UK are pre-approved by industry bodies such as Clearcast and Radiocentre. YouTube ads, by contrast, are not screened before publication, though the platform maintains strict policies and allows users to report inappropriate or misleading adverts.
“YouTube is not a broadcaster and should not be regulated as one,” a company spokesperson said. “We have strict policies that govern advertising on our platform. When ads breach these rules, we remove them immediately and suspend offending accounts.”
According to Google, YouTube’s parent company, over 411 million ads were removed in the UK during 2024, and more than 1.1 million advertiser accounts were suspended for violations.
The Advertising Standards Authority (ASA), which handles complaints across TV, radio, and online media, said it received nearly 1,700 reports of scam ads last year. It highlighted a growing trend of fraudulent ads featuring AI-generated deepfakes of celebrities, including one depicting King Charles endorsing cryptocurrency investments.
“These scam ads are fraudulent and fall under Ofcom’s remit under the Online Safety Act,” an ASA spokesperson said. “We support Ofcom’s efforts to hold platforms accountable and will continue to play a role in reporting and disrupting scams.”
Under the Online Safety Act, platforms must assess risks to users from illegal content, including fraudulent advertising. Ofcom has said it will introduce a new code of practice to address scam ads, which will become legally enforceable once approved by Parliament.
