Can You Trust YouTube Adverts?

AS YouTube surpasses ITV to become the 2nd most watched media service in the UK, right behind the BBC, concerns are mounting about the regulation of advertisements on the online video platform.

In the UK the Liberal Democrats are advocating for the regulation of ads on YouTube and similar services to match the stringent standards applied to traditional TV advertising.

The prevalence of scam adverts on YouTube and other online platforms poses significant risks, potentially leading to dangerous or illegal situations. These fraudulent advertisements undermine trust in online advertising and hinder legitimate businesses from gaining visibility. Promoting dubious products, services, investment opportunities, and even medicines, these scams often feature fake celebrity endorsements and AI-generated deep fake content.

Such deceptive practices jeopardize consumer safety and could place individuals who engage with these services at risk. Unlike traditional TV services, which must vet adverts for misleading or harmful content before airing them, online platforms like YouTube do not have these stringent checks in place. Ofcom, the UK�s communications regulator, can impose fines on traditional media for failing to comply with these standards, but not on services like those offered on YouTube.

It is common sense for online services to scrutinise the adverts they broadcast to maintain viewer trust. If viewers lose confidence in the platform, it can deter genuine advertisers and result in a loss of revenue in the long run. Therefore, why aren�t tech giants like Google, which owns YouTube under the Alphabet umbrella, appear not to be taking proactive measures to vet their advertising content before its displayed on their services?

Alphabet is quick enough to implement fake copyright claims on YouTube accounts, but they do not seem to have the same interest in removing intentionally misleading adverts.

The surge in fake news, misleading advertisements, and AI-generated content, coupled with traditional online scams, is also harming the competitiveness of regulated online publications/services and traditional offline services.

Max Wilkinson, Liberal Democrat spokesperson for Culture, Media and Sport, said:- "It's clearly not right that a platform now more watched than almost any traditional broadcaster is still operating under a:- 'lighter touch' advertising regime. Regulations need to catch up with the reality of how people are watching content and unscrupulous advertisers must not be allowed to use loopholes to exploit people. We cannot allow a 2 tier system where traditional broadcasters face robust scrutiny, while a digital giant like YouTube is allowed to mark its own homework. It's time for the regulator to treat YouTube adverts much more like TV and radio adverts, to protect UK consumers from misleading or harmful content. The Government needs to act now."

Do you agree with the Liberal Democrats that regulatory action is necessary? Have you ever fallen victim to online scams? Share your thoughts on this contentious issue by emailing our Newsroom at:- News24@SouthportReporter.Com or send us a message on:- Mastodon, Facebook, or Twitter.

For more information on advertising regulations and consumer protection, visit:-

Advertising Standards Authority (ASA) = ASA.Org.UK.
Ofcom = Ofcom.Org.UK.
UK Government's Online Safety Bill = Gov.UK.
YouTube Ads = Business.Google.Com.
ASA research into scam ads = Which.Co.UK
Further background on advertising regulation is available from the House of Commons library = Parliament.UK.

Charlotte Grant shines as City's Ambassador as Miss World 2025 visits Liverpool

MISS Liverpool City Region, Charlotte Grant, recently played the role of a proud and gracious host, showcasing her vibrant Home City to a group of influential visitors. Among them were the inspiring 72nd Miss World, Thailand's Opal Suchata Chuangsri, along with Miss Louth, Caoimhe Kenny, and former Miss Ireland, Rosanna Davison. Charlotte, who holds a deep affection for the Liverpool City Region, was thrilled to share its world famous sights and culture.

Due to their tight 1 day schedule, the group embarked on a comprehensive whirlwind tour with Liverpool City Sights. This allowed them to see far more of the City than they could have on foot, maximizing their visit. Their journey included a visit to the acclaimed:- 'Van Gogh: The Immersive Experience' at the Exhibition Centre, a captivating art exhibition that left a lasting impression.

They also made a quick stop at The Bentley for a well deserved afternoon tea. During this stop, a special gift was presented to Miss World. She received a painting in progress from local portrait artist Suzanne Elizabeth Bamber, MA, who was notably commissioned by Queen Elizabeth to paint her portrait. Once complete, the painting will be shipped to Opal as a lasting memento of her visit.

The most significant part of the visit was a stop at the incredible Zoe's Place Baby Hospice. This vital organization is in the process of becoming an independent charity and moving to a new, purpose built building, thanks to a massive community fundraising campaign that generated over �6 million. The campaign was crucial in preventing the Hospice's closure in October 2024. Both Miss England and Miss World have committed to helping Zoe�s Place raise even more funds in the future. The Hospice is renowned for providing specialist respite, palliative, and bereavement care for babies and young children. To learn more or to donate, please visit their website:- LZP.Org.UK.

Shortly after her Liverpool hosting duties, Charlotte was invited to the Thai embassy in London. She attended with Miss World and other influential women, including:- Jess Cagen, a previous Miss England winner and an aerospace engineer. This invitation highlights the significant role Charlotte is playing on a national and international level. More details about her visit to the Thai embassy can be found on the Miss England website.

Charlotte Grant's journey is truly remarkable. She's a woman who was told she would never walk again after a freak bouncy castle accident. Defying all odds, she has graced the catwalks at the Miss World Finals in Hyderabad, India, and now represents England as Miss England. Her story of resilience and determination is an inspiration to many and she has certainly done the Liverpool City Region proud.

Follow in Charlotte footsteps and become Miss Liverpool City Region 2025... For those who feel they have what it takes to follow in Charlotte's footsteps, the opportunity is here. The next Miss Liverpool City Region final will be held on:- 21 September 2025, at The Bentley, Brunswick Street, Liverpool. Entries for the 2025 competition are now open. To apply, please visit the Google Forms application page. The application closing date is:- Sunday, 31 August 2025, at:- 11:59 PM.