IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP") as a full, voting member. CAP is responsible for writing and updating the rules on advertising in the UK via the CAP (Non-broadcast Advertising) Code.
IMTB was approved to become an associate member of CAP in March 2023 becoming the first new CAP member in over a decade.
In July 2025 the CAP board voted unanimously to appoint IMTB as a full member of CAP - with full voting rights.
CAP is the sister organisation of the Advertising Standards Authority ("ASA") - the UK’s independent advertising regulator that administers the CAP Code to keep ads legal, decent, honest and truthful.
Additionally, the CAP Executive provides the advertising industry with guidance on complying with the Code.
Influencer Marketing Trade Body
