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Vinted Blocks Sexually Explicit Advert After UK User Reports “Sickening” Video

Vinted has removed a sexually explicit advertisement after a customer in northern England reported seeing an inappropriate video while browsing the platform. The incident has raised renewed concerns about online advertising standards and the effectiveness of safeguarding measures on apps used by both adults and minors. UK regulators say harmful portrayals in ads are prohibited and encourage users to report violations.

User Reports Disturbing Advert on Vinted App

Kirsty Hopley, a 44-year-old teacher from Carlisle, told BBC News she was searching for a dressing gown on Vinted when a video advertisement began playing automatically. The clip appeared to show what she believed was an explicit and violent sexual scenario.

Hopley said she was sitting next to her teenage daughter at the time and was shocked to see such material on a mainstream e-commerce platform. She added that she uses home internet filters to prevent adult content from appearing on her devices and had not expected to encounter inappropriate advertising through the app.

“I probably won’t buy anything from there again, which is disappointing as I love Vinted,” she said. “But I don’t want to see content like that.”

Hopley reported the incident to Vinted directly and later contacted Ofcom, the UK’s communications regulator, to raise wider concerns about online advertising oversight.

Vinted Says Ads Have Been Blocked

Bold Italics: Zero-Tolerance Policy for Explicit Content

A spokesperson for Vinted said the platform had removed the adverts in question and reiterated its policies on sexually explicit material. The company stressed it operates a “zero-tolerance policy for unsolicited sexual communications and the promotion of sexual content,” including within advertising.

Vinted said it reviews and removes listings or promotional material that violate its community and safety standards. “Where listings or ads are found to violate these rules, we will take action, including blocking or removing them,” the spokesperson said.

The platform is widely used across Europe and has grown rapidly in recent years, offering a marketplace for second-hand clothing. Unlike some social networks or gaming platforms, Vinted does not have a minimum age requirement, although users must agree to its terms of service.

Wider Scrutiny of Content on the Platform

Bold Italics: Concerns in France Over Adult-Content Promotion

The company has faced recent scrutiny in France, where investigators and media reports suggested some users may have attempted to direct shoppers toward adult content through private messages or external links. Those reports led to renewed discussion about moderating large peer-to-peer platforms and ensuring safeguards remain robust as user bases expand.

Although those cases involved individuals rather than advertising partners, the incident reported by Hopley has added to growing questions about how ads are screened, approved, and targeted.

The Advert Originated From DramaWave

The advert Hopley saw was linked to DramaWave, a mobile app that distributes short-form scripted content intended for social and mobile platforms. Many of the app’s series follow fictional romance storylines across multiple episodes, typically lasting a few minutes each.

BBC News approached DramaWave for comment, but the company had not responded at the time of reporting.

Vinted said the ads associated with the app have now been blocked and will not reappear on the platform.

Regulators Emphasize Responsibility and Standards

Bold Italics: Advertising Rules and Harm Prevention

The UK’s Advertising Standards Authority (ASA) said its rules clearly state that ads must not cause harm or serious offence, and that degrading or inappropriate portrayals — particularly of women — are prohibited.

“Harmful or degrading portrayals of women in ads are completely unacceptable, and we take a zero-tolerance approach to this kind of content,” the ASA said. The regulator encouraged the public to report any adverts they believe breach the rules.

The ASA enforces the UK advertising code, which applies to broadcast ads, online marketing, and sponsored content that falls under UK jurisdiction. Its guidance requires advertisers to avoid sexualised material in spaces where users may reasonably expect a neutral or family-friendly environment.

Questions Raised Over Online Safety Act Scope

Hopley said she believed that recent online safety legislation in the UK would have prevented such material from reaching her device, especially when browsing a retail app. But the UK’s Online Safety Act (OSA), which aims to improve protections for children and adults on major platforms, has limitations in its current scope.

According to statutory guidance, only paid-for fraudulent advertising is covered by the OSA’s advertising provisions. Broader categories of paid advertising — including legitimate promotional content from app developers — do not currently fall under the Act’s regulatory supervision.

Campaigners and some policy experts have raised concerns that this gap could leave users exposed to inappropriate or harmful advertisements on everyday apps, even if platforms themselves have rules against such material.

Industry Debate Over Automated Ad Systems

Bold Italics: Algorithmic Ad Delivery and Safeguards

Online advertising systems often rely on automated bidding, audience targeting, and placement algorithms. These systems select ads based on relevance, user interests, and commercial agreements, sometimes with minimal human intervention.

Experts consulted by UK news outlets have previously warned that automated ad distribution — while highly efficient — can increase the risk of inappropriate material appearing in unexpected places if safeguards fail.

Platforms typically use machine moderation, human review, and advertiser verification processes to reduce inappropriate exposure. But critics say gaps remain, especially across apps used by teenagers or families.

Vinted’s response indicates that in this case, problematic ads were able to pass through the company’s filtering mechanisms before being removed following complaints.

User Safety and Trust on Online Platforms

For many second-hand clothing sellers and buyers, Vinted has become a popular alternative to traditional marketplaces. Its ease of use and strong presence in European countries have made it a go-to platform for budget-friendly clothes shopping.

Incidents involving inappropriate ads, however, can affect trust, particularly for parents or users who expect a safe browsing experience. Consumer advocates say platforms must ensure that advertising partners comply with strict standards and that automated systems do not override safety measures.

Hopley said she appreciated Vinted’s swift removal of the video but felt the platform needed stronger controls. “I was shocked to see something like that while shopping for clothes. It shouldn’t happen,” she said.

Calls for Clearer Regulation and Stronger Screening

Digital safety groups argue that the incident highlights the need for clearer regulations on online advertising, especially where content may be visible to younger users. While the OSA is expected to be enforced more fully in the coming years, campaigners say regulators must address advertising-specific risks that fall outside current rules.

Pressure is also growing on large platforms to strengthen pre-screening for advertising partners and require explicit assurances that no adult or inappropriate content will appear through promotional channels.

Vinted said it will continue enforcing its strict policies and reviewing advertising categories to ensure compliance.