Online Advertising Programme

The Online Advertising Programme will review the regulatory framework of paid-for online advertising to tackle the evident lack of transparency and accountability across the whole supply chain. It will consider how we can build on the existing self-regulatory framework, by strengthening the mechanisms currently in place and those being developed, to equip our regulators to meet the challenges of the online sphere, whilst maintaining this government’s pro-innovation and proportionate approach to digital regulation.

This review will work in conjunction with the measures being introduced through the forthcoming Online Safety Bill, as well as those this government is developing to address competition and data protection issues across the online landscape. Seeking to complement the online safety legislation being implemented to regulate user-generated content, the Online Advertising Programme will look specifically at paid-for online advertising to ensure holistic cover across the online content that can create harm for consumers and businesses alike.

Under ‘documents’ there is a research report entitled ‘Online Advertising Programme - market insights final report’. This research report was commissioned by DCMS and authored by independent digital media consultancy, Spark Ninety. The report is based on desk research and interviews with government agencies and industry stakeholders.

The research and interviews were conducted from February to April of 2022. The finalised report was provided to DCMS after the consultation closed on 8 June 2022. This report does not take consultation responses into account. The report is not indicative of the government’s position on the Online Advertising Programme or digital policy more broadly. The government will publish a response to the Online Advertising Programme public consultation in due course and will take the findings of this report into consideration, alongside consultation responses and other evidence it has received.