Proposed statutory systems duties on platforms, intermediaries and publishers for paid/reciprocal illegal advertising and a separate under18 product strand. Advertisers excluded from direct new regime; identity checks would be necessary/appropriate and designed by regulators. Not enacted by this response.
What the records show
Department for Culture, Media and Sport — 2023/26 policy role → Online Advertising Programme response — July2023 proposals
published proposed systems duties and regulatory design
2023-07-25 – 2023-07-25
July2023 response proposes paid-for/reciprocal illegal-ad duties on platforms/intermediaries/publishers plus a separate under18 strand. Direct advertisers are excluded from the proposed new regime, with checks shaped through PIP measures. Owned media/free classifieds excluded. More consultation and legislation subject to parliamentary time remained.
Government response makes identity verification necessary/appropriate and leaves extent to future regulators. It favours good-practice incentives rather than punishing every breach. These are government design choices distinct from respondents’ pre-vetting/SME/privacy concerns. This is a proposed regime design, not a completed regulator decision.
UK KYBC: government consideration, narrower advertising proposals, and a 2026 industry pathway
The acquired government record establishes that KYBC reached the policy agenda and cross-departmental discussion. It does not establish adoption of the IP groups' broader proposal requiring underlying commercial infrastructure providers to verify all business customers and stop serving those they cannot verify. A related but narrower advertiser-verification proposal appears in the 2023 Online Advertising Programme response. Separately, the March 2026 Fraud Strategy describes a current government/IAB UK partnership with an early-2027 report-back and conditional legislation, alongside a distinct statutory fraudulent-advertising regime whose commencement was then expected in 2027. Do not merge these into one enacted KYBC instrument or attribute the advertising pathway to Alliance without a transmission record.
July2023 response proposes paid-for/reciprocal illegal-ad duties on platforms/intermediaries/publishers plus a separate under18 strand. Direct advertisers are excluded from the proposed new regime, with checks shaped through PIP measures. Owned media/free classifieds excluded. More consultation and legislation subject to parliamentary time remained.
Government response makes identity verification necessary/appropriate and leaves extent to future regulators. It favours good-practice incentives rather than punishing every breach. These are government design choices distinct from respondents’ pre-vetting/SME/privacy concerns. This is a proposed regime design, not a completed regulator decision.