Insurance giant Aviva has called for a more joined-up approach to tackling online scams, including ghost-broking fraud, in which criminals sell fake or invalid insurance policies through channels including social media.
The insurer said it is encouraging Ofcom to use its consultation on fraudulent advertising codes of practice to strengthen online advertising rules. Aviva also called for faster removal of fraudulent content and mandatory verification of financial services advertisers.
Ghost broking often targets young drivers, who may have less experience buying insurance and often pay relatively high premiums. Criminals can make policies appear artificially cheap by altering details, meaning victims may not realise they have been scammed until they try to make a claim.
Aviva said that, comparing the full year in 2025 with the year to date in 2026, website takedown requests it made relating to ghost broking had increased by more than eight times.
Owen Morris, Aviva’s CEO of personal lines, said the insurer wanted a new coalition bringing together financial institutions, platforms, consumer groups, regulators and law enforcement to share real-time intelligence and discuss wider trends.
“At Aviva, we’re seeing how tech is scaling the threat posed by fraud,” he said.
Morris also urged social media platforms to work with the insurance industry on intelligence sharing and cooperation, and said platforms should contribute more proportionately towards enforcement and victim support.
Aviva said financial services advertisers should be checked to ensure their account activity matches the relevant Financial Conduct Authority authorisations, including whether a provider is legitimate and has genuine authority to sell, arrange, introduce or promote the relevant products.
The insurer said insurance fraud was part of a wider trend of technology enabling online fraud, including investment scams and finfluencers promoting unregulated financial advice.
Ofcom published proposals in July on tackling paid-for scam adverts. The regulator said more than half of adults, or 51%, had encountered potentially fraudulent adverts online, while 36% had seen them frequently.
Ofcom said an estimated total of more than £200 million is lost by victims to such scams in the UK on average each year. Its consultation is gathering feedback, with final decisions due to be published next year.
Oliver Griffiths, Ofcom’s online safety group director, said the regulator had set out nearly 40 practical protective measures for companies and expected firms to take robust action against scam adverts and the people behind them.
