The ASA’s Scam Ad Alert system provides a way for anyone to quickly and easily report suspicious paid-for ads online.
Where we have sufficient information and the report relates to an obvious scam, we pass the details to our network of key industry partners, including all the major social media platforms and ad networks operating in the UK. This means that scam ads are taken down and the information used to stop similar ads appearing.
The ASA’s Scam Ad Alert system aims to complement the work already being done by digital advertising and social media platforms, other regulatory bodies and law enforcement to tackle scam ads and, more broadly, other fraudulent activity online.
Our system is not a silver bullet to eradicate scam ads online, but it is right that we play our part alongside others to help reduce the number of fraudulent paid-for ads online and better protect consumers.
If you have seen an online ad in paid-for space which you think might be a scam, tell us about it now via our Reporting Form.
If you have seen a suspected scam somewhere else online then our FAQs below can help you identify who to report it to. Reporting a scam to us or other bodies helps prevents other people from falling victim to scams and may help stop criminal activity.
Scam Ad Alert FAQ
What kind of scams should I report to the ASA?
We encourage reports about any suspected online scam ads in paid-for space, such as ads on newspaper websites, paid search ads or ads on social media.
A scam ad usually tries to trick people into giving personal details or paying money, often by pretending to be a trusted company, public figure, news source or website.
When reporting, please provide a link (URL) to the website where the ad was seen, and the website the ad leads to. Please also submit screenshots of the scam ad(s) if available.
If you see an ad you think is misleading but does not appear to be a scam, or it appeared somewhere other than paid-for online space, such as a company's own website or a print ad in a newspaper or magazine, or a TV ad, please use our make a complaint page instead.
You might also be able to report an advert when you see it. For example, Google, Facebook and Instagram let you tell them about scam ads. If you've done this, you can still then report to us so we can share details of the scam with others.
How many scam ad reports do you receive and what happens to them?
In 2025, we received 2,589 reports of potential scams via our reporting form. As a result, 169 Scam Ad Alerts were sent to platforms to remove ads and act on the intelligence provided.
You can find out more in our most recent update on numbers and trends.
Where can I report a suspicious email or text message?
If you’ve received a suspicious email, forward it to [email protected] to help stop criminal activity and prevent others from falling victim to scams.
Forward suspicious text messages to 7726 free of charge. To report a scam call, forward the phone number to 7726.
Your provider can investigate and may block or ban the sender.
Where can I report an ad for a product making exaggerated or unscientific claims?
It’s unlikely that we will consider this an obvious scam for the purposes of our Scam Ad Alert system. Please report the ad to us via our usual Complaints Form and we will assess it.
Where can I report a scam website?
The ASA can only deal with scams where they appear in paid-for ad space online. However, if you arrived at the suspected scam website via an ad then please report the details of the ad to us via our Reporting Form.
What should I do if I’ve been scammed?
Contact your bank
If you’ve lost money or you think a fraudster has access to your bank account, tell your bank or payment service provider as soon as possible, so they can protect your account and help you get your money back.
Report Fraud
Report Fraud is the national reporting centre for cyber crime and fraud in England, Wales and Norther Ireland. Tell the police about fraud at www.reportfraud.police.uk or by calling 0300 123 2040.
Report to Police Scotland
In Scotland, all reports of fraud and any other financial crime should be reported to Police Scotland by calling 101.
Citizens Advice
You can also find information and support from Citizens Advice at www.citizensadvice.org.uk/consumer/scams/reporting-a-scam/.
Where can I report an ad offering free Government Services at a cost?
Please report the ad to Trading Standards via Citizens Advice (if in England or Wales), to ConsumerAdvice.scot (if in Scotland) or to Consumerline (if in Northern Ireland).