Which? responds to the news that celebrity deepfakes were the common scam advert reported to the ASA in 2024

Rocio Concha, Which? Director of Policy and Advocacy, said:

"A flood of celebrity deepfakes and other scam adverts reinforces why the current slow, reactive and toothless system for tackling fraud online is woefully inadequate.

"The biggest online platforms have shown they're unwilling to take effective action to stop scam ads appearing in the first place, which is why specific requirements in the Online Safety Act for platforms to stop scam ads from appearing are so desperately needed.

"It is extremely disappointing that these protections have been kicked into the long grass and may not take effect until 2027. Ofcom must speed up the full implementation of the Online Safety Act so platforms that fail to tackle fraudulent ads can be hit with tough penalties - including multi-million pound fines."

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