Robbie Williams, Bear Grylls and Holly Willoughby have signed a joint letter led by Martin Lewis urging the Prime Minister to put paid scam adverts in the upcoming Online Safety Bill.

The consumer champion has long campaigned against bogus ads using his face to lure users and wants tech giants to be held responsible under new laws.

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

Robbie Williams, Bear Grylls and Holly Willoughby have signed a joint letter led by Martin Lewis urging the Prime Minister to put paid scam adverts in the upcoming Online Safety Bill. Pic: Ken McKay/ITV/REX

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.

‘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,’ Mr Lewis told the PA news agency.

‘That’s why we have Government and regulators, and this is an unpunished crime that people can get away with…

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