Holly Willoughby, Robbie Williams, and Bear Grylls have joined  Martin Lewis in his letter to the Prime minister urging him to add paid scam advertisements in the forthcoming Online Safety Bill.

The broadcaster and financial journalist has long campaigned against deceptive ads using his identity to lure users into scamming. He also urged to hold tech giants accountable under new Online Safety laws.

While the upcoming Online Safety bill will cover user-generated scams as well as control child sexual exploitation and terrorism, it will not cover paid scam adverts.

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Martin Lewis warned the officials of the impending danger of omitting paid scam adverts as they will be less monitored than free-of-cost user-generated frauds.

Martin Lewis has gathered tremendous support from the media industry for his campaign. Some popular names supporting his cause include Phillip Schofield, Lorraine Kelly, Bradley Walsh, Sir Richard Branson, Dawn French, Davina McCall, Rob Brydon, and Dragon’s Den stars, Duncan Bannatyne, Peter Jones, and Deborah Meaden. They have added their names to fight alongside Lewis in his letter to Boris Johnson.

“It isn’t for me to fix this problem. It isn’t for Richard Branson or Robbie Williams or Deborah Meaden, we are having our names ripped off to rip off vulnerable people,” said Lewis to the PA news outlet.

“That’s why we have Government and regulators, and this is an unpunished crime that people can get away with impunity and it has to stop. People like Robbie, they care, in his case about his fans, that he doesn’t want them to be ripped off because people trust him.”

The founder of MoneySavingExpert.com along with businesswoman Ms. Meaden and  Virgin founder Sir Richard have been among the faces used to lure online users into fraud – reported the  National Cyber Security Centre (NCSC) and the Action Fraud.

In a statement, Richard’s said, “We know there has been a sharp rise in scams since the start of the pandemic, and it’s deeply concerning that people may be tricked into parting with their money by someone pretending to be me.”

“This is a global issue, and we are doing all we can to unmask scammers, but we can only do this by working together and ensuring the public are protected from these terrifyingly deceptive tactics.”

On the other hand, Ms. Maiden’s statement reads,” For too long, people have fallen victim to scams because they trusted that myself and others were behind these false ads.”

“It’s not enough for us to warn people through the press and media. Something needs to be done to stop the ads from appearing in the first place.”

“Online scam advertising must be regulated, and it must be included in the Online Safety Bill.”

Last month, Digital Secretary Nadine Dorries revealed to MPs that she would love to include paid ad scams adverts in the Bill if she was not prevented.

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