January 17, 2024

IMTB reviews some of its 2023 highlights from being admitted into CAP, to a ground-breaking salary analysis report and partnering on major industry events


Throughout 2023 the IMTB continued to work closely with regulators, legislators, and other trade associations.

We were admitted into the Committee of Advertising Practices. Our work with ISBA was formalised through the co-ownership of the Influencer Code - a set of rules recognised by the Government as industry best practice.

Our members met with the Financial Conduct Authority and with HM Revenue & Customs. Meta welcomed us as members of their industry roundtable programme.

We brought value to members through our work with the media, and with industry partners.

IMTB partnered with SUMO London to design and implement analysis of UK influencer marketing practitioner salary expectations.

Our opinion and insight has been sought throughout the year by industry publications.

We partnered with major events - Influencer360 and the Influencer Marketing Show.

16 briefing notes assisted members’ understanding and their decision-making processes.

Three special reports provided in-depth information on regulation changes in the UK and further afield.

During this, our second year in operation, our membership expanded from 13 to 21 progressive influencer marketing member companies.

Download a copy of our full Annual Review: 2023

Please feel free to download the full 22-page version of our Annual Review 2023.

About the Influencer Marketing Trade Body

The IMTB is a 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 has 21 member organisations: BENlabs, Captiv8, Disrupt, THE FIFTH, FleishmanHillard, Fourth Floor, impact.com, INCA, Ketchum, Ogilvy, Open Influence, R&CPMK, RED PILL, SEEN Connects, Smarts, Storm, Tagger, TAKUMI, Traackr, Whalar and What They Said.

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.

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