TL;DR: On September 24, 2026, the FTC announced an advance notice of proposed rulemaking asking whether to update its Impersonation Rule to address online platforms’ ad-optimization tools that may help impersonation scams. In 2025 the FTC received more than 1 million imposter-scam reports, with nearly $3.5 billion in reported losses.

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What happened

The FTC announcement says the agency is considering whether to update its Rule on Impersonation of Government and Businesses, or take other action, to address ad-optimization tools offered by social media companies, search engines and other digital marketplaces that optimize ads for third parties, whether legitimate or not.

The notice asks about the financial incentives behind these tools, whether they amount to unfair or deceptive practices by enabling impersonation scams, how widespread the problem is, and whether the answer should be an amended rule, a new rule or non-regulatory measures. Possible measures include vetting advertisers, monitoring and investigating suspected scam ads, removing confirmed ones and disciplining advertisers.

Why it works

The release says that in 2025 the FTC received more than 1 million reports about imposter scams, and consumers reported losing nearly $3.5 billion. Nearly 30% of consumers who reported losing money said the scam first contacted them on social media, with reported losses of $2.1 billion.

The FTC chairman’s statement says the true cost is likely higher than reported. The comment period runs for 60 days after the notice is published in the Federal Register, and the release says the notice is still to be published.

Background: our explainers on deepfake scams and spear phishing. See also Scammers Are Posing as the FBI’s IC3 to “Recover” Your Money and FBI: Hidden Redirect Systems Send Users to Fraud Sites. For wider numbers, see our data page on how scams start (contact methods).

What it means for you

If you have already sent money

Contact your bank or card issuer immediately and ask to stop or recall the payment, then report it at ReportFraud.ftc.gov and, for internet-enabled crime, to the FBI’s Internet Crime Complaint Center. Our guides on how to report a scam to IC3, how to reverse a wire transfer scam and US bank impersonation scams walk through the steps, and what to do after a scam, wherever you live covers the first 24 hours. Scammers often start with details taken from past leaks, so run our free digital footprint check to see what of yours is already exposed.

Frequently Asked Questions

What is the FTC asking?

Whether to update its Rule on Impersonation of Government and Businesses, or take other action, to address ad-optimization tools that may help impersonation scams.

What are the 2025 numbers?

More than 1 million imposter-scam reports and nearly $3.5 billion in reported losses, with nearly 30% of consumers who lost money saying the scam first contacted them on social media.

Is this a final rule?

No. It is an advance notice of proposed rulemaking asking for public comment.

How do I report a scam ad?

Report it to the platform and to ReportFraud.ftc.gov.

Sources

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