Jon Mew is CEO of the Internet Advertising Bureau UK.The organisation represents and regulates the £23bn digital advertising industry, counting Google, Meta and Twitter among its members, with a mission to “promote transparency and build a sustainable future for online marketing.”Jon shares how the industry is toughening its response to fraudsters – standing up for greater consumer protection, but arguing they could do more with the government’s help. He also shares how they are tackling online influencers who endorse products without revealing that they are paid, and in what ways restricting promotion of products high in fat, salt and sugar affects small business owners.