United States

US impersonation rules, explained.

There's no single US scams law. The FTC's Impersonation Rule, the FTC Act and FCC rules do the work. Here's what they mean when fakes use your name, and how Unphish finds them, takes them down and keeps the evidence.

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Legislation briefUS

FTC Rule on Impersonation of Government and Businesses (16 CFR Part 461)

In forceFTC consultation on scam ads closes 30 November 2026

Applies to: Anyone who impersonates a government agency, a business or their officials
Regulators: FTC for impersonation and deceptive practices, FCC for calls and texts, plus state attorneys general
What it allows: The FTC can go to federal court for civil penalties and money back for consumers
Platforms: The FTC is asking whether the rule should reach platforms’ ad tools
Max penalty: Up to $53,088 per violation (2025 level, unchanged for 2026)

No single US scams law. Summary as of October 2026, not legal advice.

What the rules cover

Six US rules that reach impersonation.

What each one covers, in plain words, and what Unphish does for it.

Impersonation Rule

Posing as a business or agency is unlawful.

We find the sites, accounts and ads using your name, and record each one.

FTC Act, Section 5

Unfair or deceptive practices are banned.

We document how each fake misleads people, with screenshots and timestamps.

Platform ad tools

The FTC is asking how platforms vet and remove scam ads.

We report scam ads using your name to the platform and track what happens.

Calls and texts

FCC rules target illegal robocalls, robotexts and spoofed caller ID.

We take down the scam sites that texts and calls point people to.

Trademarks and domains

Trademark law and the anti-cybersquatting law cover lookalike names.

We watch for lookalike domains and request suspension from registrars and hosts.

State laws

State attorneys general enforce their own consumer protection laws.

We give you case packets you can pass to investigators and counsel.

Based on the FTC Impersonation Rule, the FTC Act, FCC rules and federal trademark law. Summary as of October 2026.

Key dates

Where the US rules are up to.

1 Mar 2024Impersonation Rule finalised
Published in the Federal Register
Done
1 Apr 2024The rule takes effect
Civil penalties and refunds available
Done
Jun 20262025 losses published
$3.5b lost to impostors
Done
24 Sep 2026Platform ad inquiry
FTC asks how ad tools help scams
Done
30 Nov 2026Comments close
On platforms’ role in scam ads
Next
After thatPossible rule change
The FTC decides whether to propose rules
Coming

Dates from the FTC and the Federal Register. Later steps may change.

Who it covers

Who the US rules reach.

The rules target the people behind the fakes. Platforms are the open question.

ImpostorsFTC

Anyone posing as a government agency, a business or their officials.

CallersFCC

Anyone making illegal robocalls or robotexts, or spoofing caller ID.

SquattersCourts

People who register domains in bad faith using someone else’s trademark.

PlatformsNot yet

Not covered by the Impersonation Rule today. The FTC is asking whether that should change.

$3.5breported lost to impostors in 2025

1m+impostor scam reports in 2025

$2.1blost by people first contacted on social media

Source: FTC, Consumer Sentinel data for 2025, published June and September 2026.

Check your business

What do the US rules mean for you?

There’s no single US scams law, so it depends on your business. Pick the one closest to yours.

What to do now

A general guide, not legal advice. Check your position with your legal team.

What’s at stake

Why getting this right matters.

Impostor losses$3.5b

Reported lost to government and business impostors in 2025, according to the FTC.

Business impostors$1b

Nearly $1 billion reported lost to people posing as businesses, led by bank impostors.

Per violation$53,088

The maximum civil penalty for each violation of an FTC rule, unchanged for 2026.

What we take down, across all clients

98%of scam websites 99%of phishing sites 99%of impersonation accounts 92%of fake apps

Loss and penalty figures from the FTC. Our results cover all Unphish clients, January to June 2026, rounded.

Who’s accountable

Who owns impersonation in your business.

Dealing with fakes spreads across teams. Here’s a typical split, and where Unphish fits.

TeamMonitorEvidenceTakedownReportLegalCustomers

Fraud and financial crimeMonitorEvidenceTakedownReportLegalCustomers

SecurityMonitorEvidenceTakedownReportLegalCustomers

Legal and complianceMonitorEvidenceTakedownReportLegalCustomers

Marketing and socialMonitorEvidenceTakedownReportLegalCustomers

Customer careMonitorEvidenceTakedownReportLegalCustomers

UnphishMonitorEvidenceTakedownReportLegalCustomers

LeadsSupportsA typical split. Yours may differ.

Around the world

How the US compares.

WhereMain rulesWho it coversImpersonationPenalties

Australia Main rulesScams Prevention Framework (SPF)Duties from 31 Mar 2027 Who it coversBanks, telcos and digital platforms ImpersonationDraft codes: protect official channels, monitor, request removal PenaltiesUp to $50m, 3x the benefit or 30% of turnover View →

United States Main rulesFTC Impersonation RuleIn force since Apr 2024 Who it coversAnyone impersonating a government agency or business ImpersonationImpersonating a business is unlawful. FTC asking about platform ad tools PenaltiesUp to $53,088 per violation, plus refunds to consumers You’re here

United Kingdom Main rulesOnline Safety Act and APP fraud reimbursementScam ad codes in draft Who it coversOnline platforms, search services and payment firms ImpersonationPlatforms must tackle fraud. Draft codes add scam ad takedown PenaltiesUp to £18m or 10% of worldwide revenue View → European Union Main rulesDigital Services Act and Payment Services RegulationPSR not yet applying Who it coversOnline platforms and payment service providers ImpersonationNotice and action on illegal content. PSR adds impersonation fraud refunds PenaltiesUp to 6% of global turnover (DSA) View → Singapore Main rulesShared Responsibility FrameworkIn force since Dec 2024 Who it coversBanks and telcos ImpersonationCovers phishing scams impersonating legitimate businesses PenaltiesBanks and telcos that miss their duties cover losses View →

A simplified summary as of October 2026, not legal advice. Rules and dates change, so check the source for your obligations.

Get ready

Your US impersonation checklist.

A starting point for dealing with fakes using your name in the US. One list to get set up, and one for every month after that.

US impersonation checklistBrand impersonation

Get set up

List your official channels: domains, accounts, apps and phone numbers.
Set up monitoring for lookalikes and impersonation.
Agree how fakes are reported and removed, and by whom.
Know where to report: ReportFraud.ftc.gov and each platform’s own tools.
Decide what you’ll record and who signs off.

A starting point, not legal advice.

Checklist

US impersonation checklistBrand impersonation

Every month

Review the new impersonation found.
Check what was taken down and what’s still live.
Keep evidence and timestamps for every case.
Report repeat impostors to the FTC.
Update your list of official channels.

Keep records for as long as your legal team advises.

Checklist

Read the source

Federal RegisterImpersonation Rule, final rule (March 2024) FTCPlatform ad tools inquiry (September 2026) FTC2025 impostor scam data FTCReport an impostor at ReportFraud.ftc.gov

FAQ

US impersonation questions, answered.

Is there one US law for scams?

No. The FTC enforces its Impersonation Rule and the FTC Act, the FCC regulates calls and texts, and state attorneys general enforce their own consumer protection laws.

What is the FTC Impersonation Rule?

A federal rule, in force since 1 April 2024, that makes it unlawful to impersonate a government agency, a business or their officials. It lets the FTC take impostors to federal court for civil penalties and money back for consumers.

Does the rule cover platforms?

Not today. In September 2026 the FTC asked whether platforms' ad tools help impersonation scams, and what it should do about it. Comments close on 30 November 2026.

Does it cover fake sites and accounts using my name?

Yes. Websites, social media accounts, emails, texts and ads that pose as your business can all be impersonation. The rule makes them unlawful, but someone still has to find them and get them removed.

How does Unphish help?

We monitor for impersonation of your business 24/7, take down the fakes we find, and link related fakes into campaigns. Every case keeps its evidence, timeline and outcome, ready to share with the FTC, platforms or your legal team.

What are the penalties?

Civil penalties of up to $53,088 for each violation of an FTC rule (the 2025 level, unchanged for 2026), plus money back for consumers who lost out.

Is this page legal advice?

No. This page is a general guide to US impersonation rules and how Unphish can help. Check your obligations with your legal team.

Solutions for US impersonation

The tools behind your record.

01Threat MonitoringFind fakes using your name, 24/7.Learn more →02TakedownGet scam sites, accounts and ads removed.Learn more →03Threat IntelligenceLink campaigns and share what you find.Learn more →04Domain ProtectionCatch lookalike domains early.Learn more →

Industries most affected

Banking and Financial Services→Fintech→Crypto→Retail and E-Commerce→

See all solutions →

Try it

True or false?

Five quick statements about US impersonation rules. Which are true?

Impersonating your business is unlawful, but finding and removing the fakes is still up to you. We can help.

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See your impersonation record.

Book a demo and we'll show you how Unphish finds the fakes using your name, takes them down and keeps the evidence.

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