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ARTICLE · 06 OCTOBER 2026

FTC Asks Whether Platform Ad Tools Fuel Impersonation Scams

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The Federal Trade Commission is exploring whether digital platforms should bear greater responsibility for preventing impersonation ads that falsely pose as legitimate businesses or government agencies. Through an Advance Notice of Proposed Rulemaking, the agency seeks public input on potential amendments to its existing Impersonation Rule, examining how ad-optimization tools and platform practices...

United StatesConsumer Protection
Timothy Butler
Timothy Butler
Matthew M. White
Matthew M. White
Cody Davis
Cody Davis

A sponsored search result appears to lead to a bank, travel company, or government agency. Instead, it leads to an impersonator. The Federal Trade Commission is asking whether the platforms that create, target, and deliver such ads should have greater responsibility for preventing them.

On Sept. 24, 2026, the FTC announced an Advance Notice of Proposed Rulemaking (ANPRM) seeking comment on whether to address the role of ad-optimization tools and search engines, social media services, and other digital marketplace platforms in promoting ads that impersonate businesses or government agencies. The FTC is considering an amendment to its existing Rule on Impersonation of Government and Businesses, a separate rule, or other measures. It has not proposed rule text or imposed new platform obligations.

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