Social media giants are being urged to join the fight against the soaring number of scam ads in the UK and to pay their fair share in combatting online fraud. The call comes ahead of the Government’s National Fraud Strategy, set to be published imminently.The Payments Association (TPA), wants a Home Office-led overhaul of how online fraud is fought in the UK and set out the sector’s view on the way forward and how to take action at its PAY360 event in London this month.