Money. Identity. Technology.
Follow the money. Find the decision.
Advocacy proposal targeting the financial incentives of online services
Check My Ads Institute's thirty-one-page response to Ofcom's Additional Safety Measures consultation proposes changes to online monetisation, identity checks and sanctions. Ofcom's listing is dated 11 December 2025; the exact submission date was not independently established.
The response proposes know-your-customer or business-customer checks for creators and advertisers, including payment and location signals and repeat-violator detection. It seeks provider-system or manual clearance for monetisation when risk indicators suggest illegal content, without making a court ruling the trigger. Requested measures include return prevention for specified offenders, permanent bans for repeat illegal monetisers, advertiser clawbacks and crisis-related revenue information or refunds where possible. Publication establishes the proposal's presence in the consultation; the retained roadmap does not resolve adoption of every recommendation.
Ofcom → CMA additional-safety response — 2025
Roadmapupdated2026-07-28;indexupdated2026-09-09.
The current scoped roadmap forecasts remaining decisions, while the crisis decision is already published. Neither the forecast nor the September9 issued-code index resolves all CMA proposals or crisis commencement.
CMA additional-safety response — 2025 → Monetizer return bans and financial sanctions — CMA proposal
CMA requests return prevention for specified adultCSAM offenders, permanent bans of repeat illegal monetizers and advertiser clawbacks. Account access and revenue sanctions are distinct; implementation unverified.
CMA additional-safety response — 2025 → Creator / advertiser verification — CMA proposal
KYC/KYBC proposals cover creators and advertisers, payment/location signals and repeat violators. No universal viewer-ID rule, prescribed identity document or technical identity database is specified.
CMA additional-safety response — 2025 → Harmful-ad incident reporting — CMA proposal
CMA asked for reporting to Ofcom/advertisers and associated refunds, using harmful/unsafe-ad terminology as well as illegality. It did not establish the reported incidents independently.
CMA additional-safety response — 2025 → Pre-monetization risk clearance — CMA proposal
CMA would require a monetization decision where risk indicators suggest illegal content, with clearance by provider systems/manual review; a court ruling is not the proposed trigger.
CMA additional-safety response — 2025 → Ofcom
CMA asked Ofcom to address monetization incentives, verification and sanctions. Receipt/publication does not establish adoption of each recommendation.
CMA additional-safety response — 2025 → Crisis revenue accounting and refunds — CMA proposal
CMA proposed crisis revenue information, monetization changes and refunds where possible, not a guarantee of reimbursement in every case.
Check My Ads → CMA additional-safety response — 2025
2025 consultation; exact submission day unknown.
Ofcom hosts CMA's31-page additional-safety response. The11December2025 listing date is not an independently established submission date.
Check My Ads → provided a consultation response → CMA additional-safety response — 2025
2025 consultation; exact submission day unknown.
Ofcom hosts CMA's31-page additional-safety response. The11December2025 listing date is not an independently established submission date.
CMA additional-safety response — 2025 → submitted proposals for additional safety measures → Ofcom
CMA asked Ofcom to address monetization incentives, verification and sanctions. Receipt/publication does not establish adoption of each recommendation.
CMA additional-safety response — 2025 → requested verification of creators and advertisers → Creator / advertiser verification — CMA proposal
KYC/KYBC proposals cover creators and advertisers, payment/location signals and repeat violators. No universal viewer-ID rule, prescribed identity document or technical identity database is specified.
CMA additional-safety response — 2025 → requested withholding monetization pending platform assessment → Pre-monetization risk clearance — CMA proposal
CMA would require a monetization decision where risk indicators suggest illegal content, with clearance by provider systems/manual review; a court ruling is not the proposed trigger.
CMA additional-safety response — 2025 → requested return bans, repeat-violator sanctions and clawbacks → Monetizer return bans and financial sanctions — CMA proposal
CMA requests return prevention for specified adultCSAM offenders, permanent bans of repeat illegal monetizers and advertiser clawbacks. Account access and revenue sanctions are distinct; implementation unverified.
CMA additional-safety response — 2025 → requested crisis monetization controls and conditional refunds → Crisis revenue accounting and refunds — CMA proposal
CMA proposed crisis revenue information, monetization changes and refunds where possible, not a guarantee of reimbursement in every case.
CMA additional-safety response — 2025 → requested advertising incident reporting without a minimum threshold → Harmful-ad incident reporting — CMA proposal
CMA asked for reporting to Ofcom/advertisers and associated refunds, using harmful/unsafe-ad terminology as well as illegality. It did not establish the reported incidents independently.
Ofcom → forecast remaining additional-measures decisions for autumn2026 → CMA additional-safety response — 2025
Roadmapupdated2026-07-28;indexupdated2026-09-09.
The current scoped roadmap forecasts remaining decisions, while the crisis decision is already published. Neither the forecast nor the September9 issued-code index resolves all CMA proposals or crisis commencement.