The FTC Scam Rulemaking is now a practical test for digital advocacy groups that work on consumer protection, platform accountability, and public education. As of October 21, 2026, the Federal Trade Commission’s Advance Notice of Proposed Rulemaking remains in the public comment period, which the research record identifies as running from September 30, 2026, through November 30, 2026, under docket FTC-2026-1552-0001, titled Rule on Impersonation of Government and Businesses. That means organizers are not responding to a final rule. They are responding to an agency request for information about whether and how the existing rule should be updated.
The distinction matters. Digital campaigns can help affected communities describe harms, test policy ideas, and make technical issues easier for non-specialists to understand. But advocacy that treats an advance notice as a settled regulatory outcome can mislead supporters. A careful campaign should say what is confirmed: the FTC is considering whether to update the Government & Business Impersonation Rule to address how ad-optimization tools and services on digital platforms may further impersonation scams. What remains unresolved is the content of any future proposal, whether the FTC will issue one, and what obligations it might include.
Why FTC Scam Rulemaking Needs Digital Advocacy
FTC Scam Rulemaking And The Comment Window
The current comment period gives grassroots groups a defined time frame for evidence gathering and public education. According to the research record, the FTC published the advance notice in the Federal Register on October 1, 2026, in Volume 91, Number 189. The notice is tied to an existing rule that took effect on April 1, 2024. Since this is an advance notice, the agency is still gathering information rather than enforcing a new platform-related requirement.
For digital advocates, FTC Scam Rulemaking work should begin with accuracy about the procedural stage. A campaign can explain that public comments may include consumer experiences, technical observations, and policy concerns, but it should avoid suggesting that commenters are voting on a final text. Advocacy is strongest when supporters know whether they are reacting to a proposal, a final rule, a lawsuit, or an enforcement action.
What The FTC Data Confirms
The available FTC data give advocates a strong factual base. In 2025, U.S. consumers reported more than 1 million imposter scam incidents, with aggregate reported losses of $3.5 billion, according to the FTC’s consumer alert on new imposter scam trends. That source also states that reported romance scam losses rose by 22% in 2025, with an average reported loss of about $2,020 per person in those cases.
The FTC also reported that impersonation scams were the most reported fraud category for the ninth consecutive year in 2025 and accounted for nearly one in three fraud reports sent to the agency. Reported losses to business impersonators reached nearly $1 billion, while reported losses to government impersonators were approximately $920 million, according to the FTC’s June 2026 imposter scam data release. These numbers do not prove that any single digital platform tool caused the losses. They do show the scale of the problem the agency is examining.
How Grassroots Groups Can Work With Verified Records
Make The Docket Legible
Many people who have useful evidence will never read a Federal Register notice in full. That is where digital advocacy can help. Organizers can translate the docket timeline, the legal posture, and the agency’s questions into plain-language explainers. The safest format is not a slogan alone, but a public record kit: date, docket number, agency, rule name, comment deadline, and the difference between a proposed change and an enacted rule.
For organizers, FTC Scam Rulemaking outreach should also separate education from representation. A group may educate supporters about the docket and encourage fact-based participation, but it should not imply that it speaks for all scam victims or all consumers unless it has a clear basis to do so. The site’s prior analysis of digital campaign strategies during lawmaking is relevant here because the same discipline applies: confirm the institution, define the stage, and keep claims tied to documents.
Keep Victim Narratives Careful
Personal stories can make policy harms visible, but they also create ethical risks. Scam victims may face embarrassment, financial stress, family pressure, or safety concerns. Digital campaigns should avoid pushing people to disclose identifying details. If stories are used, consent should be clear, names and locations should be limited when possible, and screenshots should be checked for private information before publication.
- State whether a story is first-hand, reported through a partner group, or anonymized.
- Do not identify alleged scammers unless the information comes from an official enforcement record.
- Separate verified loss amounts from estimates or emotional descriptions of harm.
- Use dates and contact methods where available, because those details help the agency assess patterns.
This approach keeps advocacy persuasive without turning uncertain details into public accusations. It also respects the fact that FTC reports measure what consumers reported to the agency; they are not a complete count of every scam that occurred.
Platform Tools Are The Policy Question

Separate Confirmed Harm From Open Questions
The most policy-relevant feature of the advance notice is its focus on ad-optimization tools and services on digital platforms. The research record says the FTC is considering whether those tools may further impersonation scams. That wording should guide campaign language. It is fair to ask how ad delivery, targeting, optimization, and paid distribution interact with scam impersonation. It is not supported by the research record to claim that the FTC has already adopted a new rule governing those tools.
Digital advocacy groups can be useful here because they often see how scam messages circulate in real user communities. Senior groups, immigrant-serving organizations, veterans’ groups, small-business networks, and mutual-aid channels may encounter different impersonation patterns. If they collect examples, they should preserve dates, platform type, contact method, message content, and whether money was lost. That kind of structured information is more useful than a viral post that lacks source details.
Build Coalitions Around Evidence
The June 2026 “Never Ever” campaign, which ran from June 15 through June 26 around World Elder Abuse Awareness Day, shows that anti-scam communication can involve public and private institutions. The research record identifies partners including the FTC, DOJ, HHS, the American Bankers Association, USTelecom, Google, and Microsoft. That campaign has already occurred, so organizers should discuss it in past tense, as a reference point rather than an event to join.
Coalitions can still learn from that model. Consumer protection groups may bring survivor support experience. Civil society groups may understand community language needs. Technical researchers may explain ad systems and reporting flows. Financial institutions and telecommunications actors may see fraud signals before a regulator does. A campaign hub can link these perspectives without overstating agreement among them. Related network analysis at the Parative Project can also help readers compare how institutions frame public-interest communication problems across sectors.
FTC Scam Rulemaking Advocacy Benchmarks
The strongest benchmark for the next phase is not volume alone. A thousand duplicate comments may show attention, but a smaller number of specific submissions can give an agency more usable information. Effective FTC Scam Rulemaking advocacy should help people answer concrete questions: what scam format they saw, what impersonated entity was used, how the message reached them, whether the contact involved a paid ad or social account, whether reporting tools were available, and what happened after reporting.
Advocates should also track the agency’s prior enforcement record without blurring it into the pending rulemaking. Since the Impersonation Rule took effect on April 1, 2024, the FTC has brought actions tied to the rule, including matters named in the research record against American Tax Service, MediaAlpha, Click Profit, Blackstone Legal, and Accelerated Debt Settlement. The same record states that the agency secured more than $70 million in consumer redress in actions tied to the rule. Those are enforcement facts, not proof of what the agency will do next in the ANPRM.
The policy stakes are clear enough without exaggeration. Reported impersonation losses are high, social and digital contact channels are central to many scams, and the FTC is asking how platform ad tools may contribute. The careful advocacy task is to connect public experience to the docket with dates, records, and modest claims. If groups keep that standard, the FTC Scam Rulemaking can become a case study in how grassroots digital campaigns support public decision-making without outrunning the facts.








