Lib Dem MP for Epsom & Ewell says YouTube ads are “immune to accountability” and calls for “urgent” reform to advertising regulations.

The Liberal Democrat MP for Epsom & Ewell has said that YouTube adverts are “immune to accountability”, amidst concerns that advertising on the platform is not facing the same level of scrutiny as adverts are on other types of media.

Helen Maguire MP has said it is “beyond unacceptable” that YouTube ads are not held to the same standards, and has called for the Government to “act now” to address the problem.

Currently, adverts on YouTube in the UK (which are served via Google Ads) are not subject to the same Advertising Standard Authority co-regulation model as traditional TV and radio outlets, and are not covered by the Broadcast Code.

This means the industry voluntarily funds and establishes its own rules. Unlike YouTube, most TV and Radio ads in the UK have to be pre-approved before airing, protecting the public from misleading or irresponsible content. Online, irresponsible advertising can too often proliferate before any intervention to review it or take it down.

The news comes as YouTube’s popularity continues to soar, with the video platform now having the second most viewed content by UK adults behind the BBC, overtaking ITV. YouTube is also the most consumed platform for children.

Helen Maguire has called on the broadcasting regulator Ofcom to treat YouTube ads more similarly to TV and radio ads, and also says that Ofcom should be much more stringent in applying fines to platforms that let scam ad content through.

Liberal Democrat MP for Epsom & Ewell, Helen Maguire said:

“It is deeply concerning that, as things stand, YouTube ads are seemingly immune to accountability. YouTube’s advertising rulebook is flimsy and it is far too easy for people using the platform to consume misleading and harmful content.

“It is beyond unacceptable that YouTube ads are not held to the same standards as other media outlets, especially given how YouTube is now more watched than nearly every traditional broadcaster. We cannot allow a two-tier system, where YouTube ads get off lightly, to take hold.

“Advertising regulation needs urgent reform. Ofcom must be bolder and treat YouTube ads like they treat TV and radio ads. They should also be much more stringent in applying fines to platforms that let scam ad content through, repurposing those revenues to support victims of online harm. The Government needs to act now.”