Ofcom is being urged to strengthen its online advertising rules by insurer Aviva, following a significant rise in fraudulent activity. Aviva has reported a doubling of its ghost broker Cease and Desist notices and an increase of more than eight times in website takedowns compared to 2025.
Ghost broking involves the sale of fake or invalid insurance policies, often facilitated through social media platforms. Aviva’s call comes as part of Ofcom’s consultation on Fraudulent Advertising Codes of Practice, which the insurer views as a crucial step towards reducing harm from online fraud.
Rising Threat of Online Fraud
Aviva’s latest figures, which show a sharp increase in enforcement actions, highlight the escalating threat posed by online fraud. The insurer attributes some of these figures to close collaboration between its application fraud teams and law enforcement, but stresses that a more cohesive, joined-up effort is required across the industry.
Evidence suggests young people are particularly vulnerable to these scams. Research from the Financial Conduct Authority (FCA) earlier this year found that nearly half (49%) of young drivers have purchased insurance through social media or messaging applications, a common channel for ghost brokers. Aviva stated that “tech is scaling the threat posed by fraud,” affecting various forms of online deception, including investment scams and unregulated financial advice promoted by ‘finfluencers’.
The Call for Stronger Regulation and Collaboration
To curb the rise in online fraud, Aviva has outlined two key actions. Firstly, it encourages Ofcom to ensure its proposals lead to fraudulent content being identified and removed effectively before it can cause harm to the public. Secondly, Aviva advocates for a new coalition. This coalition would bring together financial institutions, platforms, consumer groups, regulators, and law enforcement agencies to share real-time intelligence and discuss broader trends in fraudulent activity.
Aviva specifically highlighted the critical role of social media platforms in these efforts. The insurer encourages platforms to work more closely with the insurance industry to establish better intelligence sharing and cooperation. Furthermore, Aviva would like to see these platforms contribute more proportionately towards enforcement actions and victim support.
Protecting Consumers in Manchester and Beyond
The rise in online advertising fraud, including ghost broking, presents a significant risk to consumers across the UK, including those in Manchester and the wider North West. Without new regulation and more joined-up enforcement, Aviva warns that more members of the public are at risk of falling victim to these sophisticated scams. The reforms proposed by Aviva and the ongoing Ofcom consultation aim to enhance consumer protection in an increasingly digital landscape, making online environments safer for everyone.
FAQ
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What is ghost broking?
Ghost broking is a fraudulent practice where unsuspecting individuals are sold fake or invalid insurance policies, often through social media platforms.
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Why is Aviva calling for changes to online advertising rules?
Aviva is calling for changes because its ghost broker Cease and Desist notices have doubled and website takedowns have increased by more than eight times compared to 2025, indicating a significant rise in online insurance fraud.
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Who is particularly at risk from this type of fraud?
Young people are particularly at risk, with FCA research revealing that nearly half (49%) of young drivers have bought insurance through social media or messaging apps, common channels for fraudsters.
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