The Federal Trade Commission's request for public comment on platform ad tools and impersonation scams is scheduled to be published in the Federal Register on October 1. The copy on public inspection, filed September 30, is not a rule. It is an advance notice of proposed rulemaking, which asks whether to start writing one.
What the notice asks
The FTC says search engines, social media and other digital marketplace platforms "profit from optimizing online ads for third parties, regardless of whether the third parties are legitimate". It names Google.com, Facebook.com, Amazon.com, Apple App Store and LinkedIn.com as examples. It asks whether to amend its Impersonation Rule, write a new rule, or use alternatives such as consumer education or voluntary industry efforts. It says it received over 1 million imposter reports in 2025, with consumers reporting nearly $3.5 billion in losses.
The ideas it floats
The notice says the Commission "may consider" requiring platforms to evaluate ads before posting and barring ad-optimization services for advertisers running impersonation ads. It also lists detecting suspected impersonation ads, giving consumers a reporting tool, investigating, removing confirmed ads and disciplining the advertiser. Those steps could instead be a safe harbor, a defense to liability. It asks whether liability should require "some level of knowledge of, or participation in, the Impersonation Ad".
The notice returns, in narrower form, to an idea the FTC set aside. A 2024 proposal would have covered providing goods or services with knowledge or reason to know they would be used to impersonate. In December 2024 the Commission said it "has decided not to proceed with" that provision "at this time". Any provision now "will focus on ad-optimization practices by digital marketplace platforms", the notice says. Impersonation of individuals is not part of this notice; the Commission held an informal hearing in January 2025 and "is still evaluating its options".
The dates
The FTC announced the notice September 24. The Federal Register copy was filed September 30 at 8:45 a.m. Eastern time; public inspection is not official publication. Comments must be received on or before the date 60 days after publication. If the notice prints October 1 as scheduled, that is November 30 (a computed date; the printed notice fixes the real one).
How to comment
File at Regulations.gov by web form, writing "16 CFR Part 461--Impersonation Rule, Matter No. R207000" on the comment. The notice lists no Regulations.gov docket number; it identifies the proceeding by that matter number and by RIN 3084-AB90, its Regulation Identifier Number. For paper, the notice says postal mail is subject to delay because of heightened security screening and asks for overnight service to the FTC's Office of the Secretary. Your name and State go on the public record. The FTC says not to include Social Security, financial account or health information.
What the notice does not say
It has no rule text and makes no decision to write a rule. It makes no finding that any named platform broke the law; it cites lawsuits and press reports, several about Meta, that allege or report conduct.