Require search engines to verify emergency trade advertisers before allowing paid adverts. Only allow adverts from trusted, accountable providers and ban “bait and switch” pricing. Remove scam adverts quickly and stop repeat offenders from returning.

We’ve been told the Online Safety Act (OSA) 2023 already requires search engines and platforms to prevent paid-for fraudulent adverts and remove them when reported. But it isn’t working. Rogue emergency trade adverts still appear at the top of search results, pushing reputable local businesses out of view. Complaints keep rising and recent BBC coverage shows the scale of harm. “Bait and switch” pricing (cheap advert, inflated bill) misleads consumers in emergencies and is still happening.