Rule on Impersonation of Government and Businesses
Key claim: The FTC is starting a rulemaking that could restrict search engines, social media sites, and other digital marketplaces from practices that help scammers impersonate the government or businesses, and is asking the public to comment on whether such a rule is needed.
Abstract
(Proposed Rule · Federal Trade Commission) The Federal Trade Commission (“FTC” or “Commission”) proposes to commence a rulemaking proceeding to prevent certain unfair or deceptive acts or practices by search engine, social media, and other digital marketplace platforms that further government and business impersonation scams to defraud consumers. The Commission is soliciting written comment, data, and arguments concerning the need for such rulemaking.
Why this matters
This is a rare move to put direct conduct obligations on search engines, social media platforms, and digital marketplaces for third-party scam content, rather than relying solely on Section 230 defenses or voluntary trust-and-safety practices. If finalized, it would expand the FTC’s platform-liability footprint beyond its existing impersonation rule for individuals, shaping how platforms screen ads, listings, and search results tied to government and business identities.