Integrating education and training, both formal and informal, to support creators’ careers
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In collaboration with the Ethics and Sustainability in Fashion APPG and the Digital Creators APPG, YouTube and ScreenSkills hosted a roundtable to discuss creative skills pathways, marking the conclusion of Discover! Creative Careers Month.
The roundtable explored how to formally recognise digital content creation as a career path, strengthen education-to-employment pathways, and support young creators in building sustainable careers in the UK's digital creator economy.
The session opened with a film by Priscillia Okpan, founder of fashion brand Kim Dave, followed by policy discussion with parliamentarians and industry representatives.
Together, the APPG representatives and subject matter experts then examined how Parliament and Government can formally recognise digital content creation as a legitimate career path exploring legislative and policy mechanisms to ensure the creator economy is reflected in careers guidance, educational frameworks, and economic strategy - with particular focus on communicating opportunities to young people, parents and schools.
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.