IMTB welcomes the opportunity to contribute to the AVMSD call for evidence and urges the EU Commission to maintain the status quo

IMTB has responded to the European Commission’s consultation and call for evidence on the evaluation and update of the Audiovisual Media Services Directive (AVMSD) rules.

In its feedback to the Commission's consultation, IMTB acknowledged that the European audiovisual media environment has undergone significant change since the last revision of the AVMSD (2018) including the rise of influencer marketing and video-sharing platforms (VSPs), on which much influencer marketing content is carried. However, IMTB asserted that the AVMSD continues to provide a fit-for-purpose legal framework maintaining its relevance amongst these developments - when enforced and complemented by self-regulatory systems - including the European Advertising Standards Alliance’s AdEthics and initiatives undertaken by IMTB and more broadly, EIMA members.

IMTB noted that the creator economy is a significant and growing economic lever to the region. A report from Oxford Economics published in October 2025 reveals that in 2024 YouTube's creative ecosystem alone contributed over €7 billion to the European Union's GDP, while supporting more than 200,000 full-time equivalent jobs. Additionally, advertising fosters brand competition, supports product innovation, and enables a diverse and pluralistic media ecosystem, contributing to both cultural and democratic objectives.

IMTB argued that Introducing new influencer-specific obligations under an intervention or review and transformation of AVMSD would risk duplication and legal uncertainty. To do so would ghetto-ize our sector. Instead, all actors operating within the influencer marketing ecosystem should comply with existing advertising regulations like any other form of advertising.

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.