FTC weighs new rules for scam ads on social media and search

Many scams now start with an ad that looks official: a fake Medicare offer, a bank alert or a hotel deal. On Oct. 1, the Federal Trade Commission published an advance notice in the Federal Register asking whether online platforms should do more to stop ads that impersonate government agencies and businesses.

This is an early step. An advance notice of proposed rulemaking gathers evidence and opinions before the agency decides whether to write a rule, so nothing has changed yet for platforms or users. The FTC is asking about ideas such as requiring search engines, social media sites and online marketplaces to verify who their advertisers are, screen ads for impersonation, investigate and remove confirmed scam ads, act against repeat offenders and keep records.

The notice says roughly 30% of reported scam losses in 2025, about $2.1 billion, began on social media. The FTC had earlier floated rules on impersonating individuals and on companies that supply tools to scammers, and it says those questions are being handled separately.

Anyone can comment through regulations.gov until Nov. 30, 2026. If you have been targeted by a fake ad, that kind of real example is what the agency says it is looking for.

Until anything changes, the safest habit is to treat ads as a starting point only. If an ad claims to be from Medicare, your bank or a well-known brand, close it and go to the official website or the number on your card instead.

If you do run into a scam, report it at ReportFraud.ftc.gov. It takes a few minutes and helps build the record.