At the mid-point of our five-year strategy, AI-assisted, collective ad regulation, we’ve reviewed the assumptions and priorities that shaped it and published an updated version to guide our work until 2028. 

The revised strategy responds to developments since it was launched, including advances in AI, growing concerns around fraudulent advertising and ads inappropriately targeted at children, and changes to the online regulatory landscape. It also reinforces our focus on proactive regulation, using technology and working with other regulators and the advertising industry to protect people from irresponsible ads. 

Alongside the updated strategy, we’ve published our 2026 midyear report, setting out our performance from January to June 2026. It shows progress across our key priorities, including 40 million ads and potential ads scanned by our Active Ad Monitoring system, 2,301 ads amended or withdrawn, and 60% of direct service resource invested in proactive and preventative work.

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