Advertising Standards Authority (ASA) chairman, David Currie, said the regulator was in talks with platforms such as Facebook and Google, adding that they could be “more open” about their systems for handling and monitoring irresponsible and inappropriate ads.

Regulators are also exploring the potential of these systems being introduced to logged-in environments such as Facebook, Instagram, YouTube and Twitter, and for monitoring exposure to online ads for junk food and alcohol.

“We need to find a way of working closer with the online platforms on this issue,” said Lord Currie. “We’ve had conversations with them. We’ve got to work closely with them. They have their own systems of taking down or blocking inappropriate ads.”

“It’s not as transparent as we’d like. We’d like to understand it much better. I think probably they could be a bit more open about how they do it,” he added. “I think, given all the concerns that parents and others have, they recognise that they need to take action.”

Lord Currie’s remarks come as the ASA published its annual report, which details a new strategy focused on having more impact online.

According to the report, of the 33,727 complaints the ASA has resolved, 14,257 online ads attracted 16,059 complaints (a 41 per cent increase from 2017) while television ads received 10,773 complaints.

Furthermore, the report said it would “improve” its regulation on online advertising, saying: “We’ll continue to focus on misleading content and inappropriate targeting.”

The report added: “But we’ll also be open to thinking beyond that, for example seeking to work more closely with the large online platforms so we help each other to protect people from irresponsible ads.”

Recently, the ASA said it has used child avatars to find and ban ads from five gambling operators targeted at children – claimed to be a more proactive approach than relying on complaints coming in. As a result, the ASA released updated rules to cut children’s exposure to gambling ads, including requiring bookmakers to use every targeting tool possible to ensure online gambling promotions were not seen by under-18s.

However, Lord Currie said he’s been made aware of new concerns that firms were “consciously targeting” problem gamblers.

“One particular concern, that has been expressed to me quite recently, is that some gambling operators are actually consciously targeting problem gamblers with special offers,” he said. “It seems to me to be very clear that this sort of behaviour does not meet the responsibility requirements of the advertising code.”

ASA chief executive Guy Parker said online advertising was already “effectively” regulated but expressed how “we know we need to be even more effective”.

He added: “It’s been a busy year, largely driven by complaints and cases about online ads. That’s why our new five-year strategy is focused on strengthening further the regulation of online advertising and using new tech to protect the public.

“Our recent use of new avatar technology is a taste of what’s to come under the new strategy and we look forward to working with our partners to increase further the impact we’re having online.”

In response to the ASA report, Google spokesman Michael Todd said: “Transparency is important to a healthy advertising ecosystem which benefits both consumers and advertisers. This is why we ensure trust and transparency with our partners and customers.”

“We do this through our annual bad ads reports where we release the number of ads we have removed from our platform and our ad policies, which we make public. We work very closely with the ASA and take down ads they identify as breaching the CAP code. The ASA’s report found no gambling ads were served on any of the open-access YouTube channels.”

In relation to online advertising, new figures have shown that Change UK and the Brexit Party have spent more on Facebook advertising than any other party in the lead up to the European elections.

Data from the social media network showed that Change UK – formerly known as The Independent Group – spent a total of £107,442 on the platform in the 30 days from 19 April.

The Brexit Party, ran by former UKIP leader Nigel Farage – currently leading in several polls – spent £95,222 over the same period, which ran until 18 May. (More on the other political parties’ spending can be seen in the graphic shown below).

Change UK’s adverts included a series of messages from its MPs such as Chuka Umunna, Anna Soubry and Heidi Allen calling for a ‘People’s Vote’ on Brexit.

Many of the Brexit Party adverts targeted people whose MPs have called for another Brexit vote, with a picture of the MP and the words: “Your MP wants a second referendum. Don’t let them get away with it. Vote for The Brexit Party on 23rd May.”

Facebook began releasing data on ad spending on its platform last year (2018), after facing criticism for how it shared personal data with advertisers and political groups, including Cambridge Analytica, whose parent company pleaded guilty in January 2019 for failing to comply with a Data Protection Act enforcement notice.

In February 2019, major brands such as Disney, Nestlé and Epic Games pulled advertisements on YouTube after evidence showed the site was being used as a medium to facilitate the activities of a paedophile ring.

Advertising Standards Authority (ASA) chairman, David Currie, said the regulator was in talks with platforms such as Facebook and Google, adding that they could be “more open” about their systems for handling and monitoring irresponsible and inappropriate ads.

Regulators are also exploring the potential of these systems being introduced to logged-in environments such as Facebook, Instagram, YouTube and Twitter, and for monitoring exposure to online ads for junk food and alcohol.

“We need to find a way of working closer with the online platforms on this issue,” said Lord Currie. “We’ve had conversations with them. We’ve got to work closely with them. They have their own systems of taking down or blocking inappropriate ads.”

“It’s not as transparent as we’d like. We’d like to understand it much better. I think probably they could be a bit more open about how they do it,” he added. “I think, given all the concerns that parents and others have, they recognise that they need to take action.”

Lord Currie’s remarks come as the ASA published its annual report, which details a new strategy focused on having more impact online.

According to the report, of the 33,727 complaints the ASA has resolved, 14,257 online ads attracted 16,059 complaints (a 41 per cent increase from 2017) while television ads received 10,773 complaints.

Furthermore, the report said it would “improve” its regulation on online advertising, saying: “We’ll continue to focus on misleading content and inappropriate targeting.”

The report added: “But we’ll also be open to thinking beyond that, for example seeking to work more closely with the large online platforms so we help each other to protect people from irresponsible ads.”

Recently, the ASA said it has used child avatars to find and ban ads from five gambling operators targeted at children – claimed to be a more proactive approach than relying on complaints coming in. As a result, the ASA released updated rules to cut children’s exposure to gambling ads, including requiring bookmakers to use every targeting tool possible to ensure online gambling promotions were not seen by under-18s.

However, Lord Currie said he’s been made aware of new concerns that firms were “consciously targeting” problem gamblers.

“One particular concern, that has been expressed to me quite recently, is that some gambling operators are actually consciously targeting problem gamblers with special offers,” he said. “It seems to me to be very clear that this sort of behaviour does not meet the responsibility requirements of the advertising code.”

ASA chief executive Guy Parker said online advertising was already “effectively” regulated but expressed how “we know we need to be even more effective”.

He added: “It’s been a busy year, largely driven by complaints and cases about online ads. That’s why our new five-year strategy is focused on strengthening further the regulation of online advertising and using new tech to protect the public.

“Our recent use of new avatar technology is a taste of what’s to come under the new strategy and we look forward to working with our partners to increase further the impact we’re having online.”

In response to the ASA report, Google spokesman Michael Todd said: “Transparency is important to a healthy advertising ecosystem which benefits both consumers and advertisers. This is why we ensure trust and transparency with our partners and customers.”

“We do this through our annual bad ads reports where we release the number of ads we have removed from our platform and our ad policies, which we make public. We work very closely with the ASA and take down ads they identify as breaching the CAP code. The ASA’s report found no gambling ads were served on any of the open-access YouTube channels.”

In relation to online advertising, new figures have shown that Change UK and the Brexit Party have spent more on Facebook advertising than any other party in the lead up to the European elections.

Data from the social media network showed that Change UK – formerly known as The Independent Group – spent a total of £107,442 on the platform in the 30 days from 19 April.

The Brexit Party, ran by former UKIP leader Nigel Farage – currently leading in several polls – spent £95,222 over the same period, which ran until 18 May. (More on the other political parties’ spending can be seen in the graphic shown below).

Change UK’s adverts included a series of messages from its MPs such as Chuka Umunna, Anna Soubry and Heidi Allen calling for a ‘People’s Vote’ on Brexit.

Many of the Brexit Party adverts targeted people whose MPs have called for another Brexit vote, with a picture of the MP and the words: “Your MP wants a second referendum. Don’t let them get away with it. Vote for The Brexit Party on 23rd May.”

Facebook began releasing data on ad spending on its platform last year (2018), after facing criticism for how it shared personal data with advertisers and political groups, including Cambridge Analytica, whose parent company pleaded guilty in January 2019 for failing to comply with a Data Protection Act enforcement notice.

In February 2019, major brands such as Disney, Nestlé and Epic Games pulled advertisements on YouTube after evidence showed the site was being used as a medium to facilitate the activities of a paedophile ring.