FTC considers platform responsibility for impersonation scams
Oct 11, 2026 edition · GC-2026-0163 · Published 2026-10-11 · Version 3 · Proposed
FTC's October 1 advance notice seeks evidence on potential responsibility of digital platforms that further government and business impersonation scams. Comments are due November 30. The proceeding explores a possible rule focused on platform practices; it does not itself finalize a new extension of liability.
What happened
The FTC published an advance notice of proposed rulemaking October 1 concerning search engines, social media, and other digital marketplace platforms that further government or business impersonation scams. The agency requests comments, data, and arguments by November 30 on whether to commence the contemplated rulemaking. It describes public-facing websites or apps where third parties offer goods, services, or opportunities through paid ads or other listings, and focuses on incentives created by ad-optimization practices.
The notice builds on the existing government-and-business impersonation rule finalized in 2024. It explains that an earlier, broader means-and-instrumentalities proposal was not adopted and that the current inquiry would be narrower, concentrating on digital marketplace ad optimization. Impersonation of individuals is described as a separate matter still under consideration. The present advance notice therefore supplies a research and comment opportunity, without a final platform-liability standard, a new compliance effective date, or a conclusion that an ordinary health care organization is necessarily a covered platform operator.
Scope and timing
- Authority status
- Proposed
- Applicability
- Operationally relevant
- Audience
- Health-tech
- Jurisdiction
- Federal
- Recorded date
- 2026-11-30
- Date type
- comment
Why it matters
Healthcare marketplaces and health-tech platforms should assess potential platform scope and impersonated-provider risks. Ordinary healthcare organizations are not automatically covered platform operators.
Recommended action
Assess whether the proposed platform categories reach the business and consider comments on feasibility and misuse controls.
Sources
- Rule on Impersonation of Government and BusinessesOfficial · Federal Trade Commission · 2026-10-01 · Source review 2026-10-11
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