Wasn't a problem with broadcast TV.

Seems like the internet ad industry wants scale, but doesn't want to solve the problems of scale.

After advertising. Which is admittedly kind of useless in a world of anonymous, unaccountable, international advertisers.

e.g. https://www.asa.org.uk/rulings/person-s--unknown-a23-1198241...

Enforcement is very limited to "misleading ad must not appear again". Eventually they'll have to do something a bit toothier or we're going to have an all-scam internet.

Some stuff can always slip through for sure but when more than half of the ads are looking illegal, that's going to be hard to invoke that they are doing due diligence.

If they want to minimize their risk for liability, yes. If they want to freewheel or assume liability no. Let the market decide.