Celebrities like Robbie Williams, Bear Grylls and Holly Willoughby have signed a letter led by Martin Lewis calling on the prime minister to take action on paid scam adverts.

The consumer champion has long campaigned against bogus ads using his face to lure users and wants tech giants to be held responsible under the upcoming Online Safety Bill.

While user-generated scams will be covered by the bill, as well as a wide range of areas such as terrorism and child sexual exploitation, paid scam advertising will not.

Martin Lewis alongside his van highlighting the dangers of scam adverts outside the Houses of Parliament in Westminster, London

Mr Lewis has warned that the omission will make the problem worse, as paid advertising scams will be less regulated compared to free user generated fraud.

Sir Richard Branson, Phillip Schofield, Dawn French, Lorraine Kelly, Davina McCall, Bradley Walsh, Rob Brydon, as well as Dragon’s Den stars Deborah Meaden, Duncan Bannatyne and Peter Jones, are among the celebrities who have added their name to the letter to Boris Johnson.

Mr Lewis said: “It isn’t for me to fix this problem, it isn’t for Richard Branson or for Robbie Williams or Deborah Meaden, we are having our names ripped off to rip off vulnerable people.

“That’s why we have government and regulators, and this is an unpunished crime that people can get away with with impunity and it has to stop.

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