Steps can be taken to reduce the threat of fake news infiltrating online advertising. Speaking during the Westminster Forum Conference about tackling fake news and online misinformation, Konrad Shek, deputy director, policy and regulation at the Advertising Association, said the advent of disinformation has had an “enormous impact on trust in the media and politics.” He said within commercial advertising there have been cases of false claims and promoted stories, and manipulated content, which can appear on social media and news feeds, while some websites that do “propagate false information are supported by adverts and legitimate ads can find themselves on these dubious websites.” He also explained that there are online fraudsters that use tactics to better promote adverts, including adding clicks for misattribution, which can divert advertisers’ money to the fraudulent actor.

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