In a November 2, 2026 consumer alert, the FTC reminded the public that comments on online imposter ads are due by November 30, 2026. The agency is considering updates to its Impersonation Rule or a new rule addressing digital platforms that further government and business impersonation scams.
What the FTC is considering
According to the FTC, scammers buy ads that impersonate familiar businesses or government agencies in social media feeds, search results and shopping platforms, hoping people will mistake the ads for the real thing.
The FTC says its existing Impersonation Rule prohibits impersonation of government agencies and businesses. The additional platform requirements discussed in the alert are possibilities under consideration, not newly adopted obligations.
The agency asks whether platforms should vet advertisers and ads before publication, give users a way to report suspected impersonation ads, and investigate suspected ads and remove those confirmed to be scams.
The Federal Register notice identifies the proceeding as an advance notice of proposed rulemaking and a request for public comment. The November 2 alert is a reminder about that process, not an announcement of a completed new rule.
The deadline and public-record warning
The official notice says comments must be received on or before November 30, 2026. It permits online or paper submissions and identifies the matter as 16 CFR part 461—Impersonation Rule, Matter No. R207000.
The Federal Register notice provides the complete submission instructions and questions under consideration.
The FTC warns that comments, including the commenter’s name and state, become part of the public record. Its instructions say not to include sensitive personal information such as Social Security numbers, financial-account numbers or credit-card numbers, or sensitive health information.
Sources: FTC consumer alert, November 2, 2026; official rulemaking notice and comment instructions.
Contextual archive photograph of the FTC Apex Building in Washington, D.C., dated 6 November 2005. Photo: Carol M. Highsmith / Library of Congress, via Wikimedia Commons. Public domain; cropped and resized. Not November 2026 activity; no endorsement implied.
