There are insufficient disincentives for bad practice in the digital advertising market. Bad actors can exploit the ecosystem, monetising harmful content through major platforms. Following Principle 3, Ofcom should be empowered to give penalty notices to platforms when they allow harmful content to be monetised through their services. These penalties should be based on a formula that considers: the severity of harm, the amount of revenue the publisher received, the amount of revenue the platform received, and the number of individuals that encountered the harmful content. The revenue generated from these penalties should be used to support victims of online harms. (Recommendation, Paragraph 101) 60