To tackle the incentive behind amplified misinformation—namely, the monetisation of harmful content—there should be clear and enforceable standards for digital advertising market processes, as well as advertising content. Following our Principles 1, 3 and 5, government should ask the Advertising Standards Authority to establish comprehensive guidelines for 59 all actors within the digital advertising ecosystem and supply chain. These should be informed by the UN’s 2024 Guiding Principles for Information Integrity and developed in consultation with civil society, academics, experts, industry and policymakers. It should be designed to remove incentives for algorithmic acceleration of harmful or misleading content whilst upholding freedom of expression; ensure advertisers can avoid harmful content; and ensure transparency in technologies with public safety implications, such as digital advertising. (Recommendation, Paragraph 99)