In December 2024/January 2025, we carried out a first phase of research using accounts set up by researchers on different platforms, with the assistance of a research agency. The accounts used “fictional personas’’ based on different users’ online experience, including children’s accounts, to help us understand the prevalence of certain design features and how the design of the platform interfaces and functionalities could shape user behaviour and outcomes. In some instances, running these accounts included basic interactions (such as following/friending) with other accounts on the platform where this was necessary.
In Autumn/Winter 2025, we plan to conduct in-house research across a range of online platforms to explore how platform design and advertising systems may contribute to or reduce the risk of fraudulent advertising. This will support policy development relating to the Fraudulent Advertising Codes of Practice that Ofcom is required to prepare. Researchers will use Ofcom-managed accounts and devices to simulate journeys of those placing paid-for-advertisements (including in relation to ad creation) and users who encounter advertising (including in relation to reporting). In some cases, neutral test ads may be published to assess reporting tools; in others, the process will be followed without publishing content. All activity will be tightly controlled to ensure researcher safety and minimise user interaction.
Please find an earlier version of this notice here.