IMTB publishes '2025 in review' - a standout year for creators and creator-led businesses in the UK. The year IMTB embedded creator marketing within the advertising ‘establishment’
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IMTB has published its 2025 review. Our Co-Chair Emma Harman, describes 2025 as a "standout year for creators and creator-led businesses in the UK".
Providing the foreword to IMTB's new report, Emma writes that IMTB has "delivered real value for members, built the UK’s credibility on the world stage, and put clear guardrails in place so trust and transparency keep pace with growth."
Creator marketing becomes part of the establishment
In 2025, IMTB embedded creator marketing within the advertising ‘establishment’.
We were voted on to the UK advertising’s rule-making body. We were appointed to the Advertising Association’s council - their lead strategic and decision-making body. We championed the significant social and economic contributions of UK creators to Parliamentarians by co-running the new Digital Creators All-Party Parliamentary Group (APPG).
Regular briefing notes, special reports and webinars equipped our members with industry information, enabling them to make informed business decisions.
Partnering with leading industry conferences, including Influencer360 and CreatorFest, allowed our members to save money on tickets and sponsorship deals.
More than half of our industry has signed up to the Influencer Marketing Code of Conduct - an initiative jointly owned by IMTB & ISBA.
Internationally, IMTB expanded its reach and influence, promoting responsible creator marketing through the European Influencer Marketing Alliance, an organisation we co-founded in 2024, and through formalising our work with AiMCO -the Australian Influencer Marketing Council, with a strategic partnership.
You can read the full IMTB 2025 review below or download the report as a PDF.
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit trade association dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.
Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members.
IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP"), the UK advertising’s rule-making body.
It co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.
IMTB sits on the government's Online Advertising Taskforce as part of its influencer marketing workstream.
IMTB co-runs the Digital Creators All-Party Parliamentary Group, designed as a forum for creators to engage policymakers - acting as a vital bridge between the UK’s creators and Westminster
IMTB is an Advertising Association member. Our director general sits on the AA's council.
In 2024, IMTB co-founded the European Influencer Marketing Alliance - a federation of professional influencer marketing organisations across Europe. EIMA provides a unified voice for creator economy constituents to regulators, legislators, media, academics and other key stakeholders at a time of tremendous growth within the industry but also a time of increased legislative and regulatory scrutiny.
Member organisations sign up to our code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services and ensure our members are always responsible, accountable, transparent and competent.