More...
IMTB has responded to the European Commission’s consultation and call for evidence on a Digital Fairness Act.
In its feedback to the Commission's consultation, IMTB applauded the objectives of a potential Digital Fairness Act (DFA). However, the UK’s leading influencer marketing trade association said it believed these aims could be achieved by building greater awareness of responsibilities as laid out within the existing legal framework for influencers, influencer marketers and advertisers. Higher compliance rates could be achieved through enhanced education bolstered by the hard backstop provided by existing legal framework.
In June 2024 IMTB co-founded the European Influencer Marketing Alliance (EIMA). The umbrella organisation now represents 300 agencies and 8,000 creators across seven European countries. It provides a unified voice for creator economy constituents to regulators, legislators, media, academics and other key stakeholders.
This initiative was in line with recommendations from the European Union Council’s publication of conclusions on support for influencers as online content creators. Specifically to:
“Support emerging representative organisations to systematically raise awareness among influencers about their role in the media ecosystem and the impact they have on their audience” [see para. 29];
“Encourage and support, in relevant ways, emerging representative organisations, influencer agencies, brands and other relevant actors in the development of self-regulatory bodies or mechanisms, including a possible ethical code or similar initiatives for influencers” [see para 37];
Education and compliance are already being driven by industry actors including the EIMA and the European Advertising Standards Alliance (EASA), of which EIMA is a member.
In its feedback document, IMTB posited that the introduction of new regulation in addition to the existing legal framework risks duplicating laws and confusing consumers and business. It noted that the proposed new regulation comes at a time when European nations are calling for “self-restraint when it comes to new legislation.”
As a proponent of advertising self-regulation, IMTB stated that effective self-regulation is designed to complement statutory regulation. It offers a faster and less expensive way to respond to issues that spring up in society compared with statutory regulation. Implementing and enforcing advertising standards are carried by the local ad ecosystem rather than tying up the Courts' time.
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.