Today, the Influencer Marketing Trade Body was featured on BBC Radio 4’s consumer affairs programme ‘You and Yours’ in a package which discussed restaurant influencers.

While live broadcast constraints allowed only a brief segment of our commentary to air, providing complete transparency and representing our industry's full perspective remains our top priority. Below is our unabridged statement submitted to the producers, detailing our position and ongoing advocacy efforts.

Official Statement: 

“Influencer marketing is a good news story for the UK’s pubs and restaurants. The discipline promotes businesses at a time when the hospitality industry faces acute structural, financial, and operational pressures.

“Gordon Ramsay hails influencers as “the most powerful critics on the planet today” for their ability to pack out restaurants through their online reviews. 

“Most content creators adhere to the relevant rules and regulations. They’re held accountable by ad rules enforced by the Advertising Standards Authority and by consumer law from the Competition and Markets Authority. As importantly, creators are also held accountable by their own community. If they lose credibility with their audience, they cease to be influential. 

“Compliance is straightforward: If you’ve received payment or any other incentive from a restaurant or hotel, including a complimentary meal or overnight stay, any related content should be clear that it’s advertising. Restaurant owners should take note that if the ASA rules against an influencer ad featuring their business, they may suffer negative media coverage as a consequence. 

“Influencer Marketing Trade Body member organisations mitigate potential reputational harm of their clients through undertaking thorough vetting of potential influencers ahead of brand collaborations.”

About the Influencer Marketing Trade Body (IMTB)

IMTB drives competitive advantage for its creator marketing company members by delivering the tools to power responsible growth and the advocacy to lead confidently.

A trusted voice in the industry, the IMTB represents influencer marketing on the Committee of Advertising Practice (CAP), the UK advertising’s rule-making body, and is a member of the Advertising Association, holding a seat on its council. Dedicated to elevating industry standards, the IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA.

The IMTB co-runs the Digital Creators All-Party Parliamentary Group (APPG). The IMTB co-founded the European Influencer Marketing Alliance (EIMA) in 2024, providing a unified voice for the creator economy amid a rapidly evolving legislative and regulatory landscape through 11 member associations. In 2025, IMTB formed a strategic alliance with AiMCO, the Australian Influencer Marketing Council.