DCMS recognises IMTB and ISBA influencer marketing code of conduct as key output
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The Department for Culture, Media and Sport last night published a progress report on the work of the Online Advertising Taskforce, and its industry-led working groups.
The IMTB sits on the influencer marketing working group within the OAT. Attended by experts from industry, regulators, civil society and government, a key output from this group was the latest iteration of the Influencer Code of Conduct that we announced last week.
Influencer marketing is such a powerful medium because it over indexes in terms of earning consumer trust compared with other marketing channels.
Creator content is more trustworthy, relevant, exciting, unique, better at making an emotional connection and more likely to motivate the viewer to buy something than other forms of advertising. These are the findings of a representative survey conducted earlier this year by Keller Advisory which compared creator content to traditional advertising across 10 attributes.
However, consumer trust is not owned. Consumer trust must be continually earned by us. Maintaining trust and ensuring transparency in online advertising is absolutely essential for the sector’s growth and sustainability. The IMTB is committed to realising this goal.
What’s next?
Sir Chris Bryant, Minister of State at the Department for Science, Innovation and Technology and the Department for Culture, Media and Sport has extended the life of the OAT for at least a further year.
Much has been achieved during the short life of the influencer marketing working group. Over the next 12 months the IMTB will continue its work on promoting transparency and trust in influencer marketing.