Online advertising is a key enabler of the digital economy and supports a wide range of digital services enjoyed by consumers today. However, as the industry has grown in size and sophistication, concerns over the harmful aspects of online advertising have put the spotlight on the way in which the sector operates. The fast-evolving nature of this industry and multifaceted issues that can arise mean that there are limitations in the current regulatory framework. Closer cooperation among regulatory agencies and industry bodies, and more transparency and oversight over digital platforms are needed. Increased consumer literacy and more streamlined mechanisms for the reporting of inappropriate advertising can also help mitigate harms and improve regulatory responses.