To directly answer that, we do not charge advertisers more. We reduce the value of the potential scammer—the suspected or possibly uncertain ad—in the auction system. That means in the long term we're making less money off the ad slot by letting other ads win the auction by penalizing that ad. It does not mean we're charging them more, and they cannot pay more to get a better ad slot. It just reduces the value of the auction they already bid into.
