Which? is calling for new legislation to force tech giants to do more to protect online shoppers, via a campaign by St Luke's.
The multimedia work encourages the public to sign a petition urging greater protection from online scams, dodgy reviews and dangerous products. The endline is the hashtag "#JustNotBuyingIt".
Outdoor ads at shopping centres and transport hubs nationally are being supported by short online films on platforms including YouTube, Google and Facebook.
Media planning and buying was by Brainlabs and Goodstuff. The agency creatives were Joaquín Olascoaga, Alexandria Bailey, Polina Harkin, Gatis Pakalns, Laura Stevens and Claire Wombwell.