Minister of State hails the ISBA/IMTB code as 'really important campaign' during keynote speech to industry
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Sir Chris Bryant, Minister of State, Department for Culture, Media and Sport, has praised the progress ISBA and Influencer Marketing Trade Body have achieved with our co-owned influencer marketing industry Code of Conduct.
In his keynote speech delivered yesterday at the LEAD advertising industry conference in London Sir Chris spoke of online advertising’s “challenges and new opportunities” and highlighted the work undertaken by the IMTB, ISBA and others within the Government-led Online Advertising Taskforce working group.
Sir Chris told conference delegates he was “really glad that the influencer working group has come up with its fourth version of a code of conduct” praising our work as “the first in the world” and a “really important campaign”.
The keynote speech used the word “trust” eleven times underscoring that our jointly-owned Code of Conduct “goes to this issue of trust”. The minister reasoned that if we lose trust we lose our industry saying that if we reach a time “when you simply can’t trust what you’re seeing in front of you as promoting a product, then that undermines the whole of the industry. So I think the more we can do in that field, the better.”
You can read Sir Chris Bryant’s speech on the Government website and find out more about the ISBA/IMTB influencer marketing code of conduct, including how to become a signatory to the it, in this article.
Sir Chris told conference delegates he was “really glad that the influencer working group has come up with its fourth version of a code of conduct” praising the work as “the first in the world” and a “really important campaign”.
Sir Chris Bryant, Minister of State, Department for Culture, Media and Sport
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit professional membership organisation 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.
Member organisations sign up to a 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.
IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP") as a member. CAP is responsible for writing and updating the rules on advertising in the UK via the CAP (Non-broadcast Advertising) Code.
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.
IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code, first launched in September 2021 and updated in May 2022, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.