The Federal Trade Commission is considering whether to impose new obligations on online platforms that profit from impersonation scam advertisements. In an Advance Notice of Proposed Rulemaking issued September 24, the agency requested public comment on potential requirements for social-media companies, search engines, and other platforms whose advertising systems allow fraudulent impersonation ads to reach consumers.
The notice marks an early step in the FTC's rulemaking process. The agency is examining how platforms' advertising systems facilitate these scams and whether new requirements are needed to curb them. The outcome could lead to formal rules that hold platforms accountable for the ads they run.
The FTC's focus is on the platform's role in the ad ecosystem, not just the individual scammer. By seeking comment, the agency is gathering information on the scope of the problem and the potential costs and benefits of regulation. Any final rule would follow a period of public input and further agency review.