Regulation of Advertising on Video-Sharing Platforms - Which? response

Which? welcomes the opportunity to share its comments on the Ofcom proposals for the regulation of advertising on video-sharing platforms.
Which? broadly supports Ofcom’s proposed guidance on control of advertising. Which? recognises that the online video advertising landscape is complex and agrees with the application of the terms ‘marketed, sold or arranged’, provided that the non-prescriptive nature of the terms does not allow anything to slip through the net.
Which? proposes that VSPs should also be required to undertake verification of business users and advertisers, ahead of adverts being published, for example using the KYBC (Know Your Business Customer) principle.
Which? proposes also that where adverts that contravene the requirements end up being published, consumers should have access to easy-to-use reporting tools and should be able to expect communication on how their reports will be handled by VSPs.

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