The IMTB has been appointed as a member of the Committee of Advertising Practice ("CAP") to represent the influencer marketing sector
More...
The Influencer Marketing Trade Body (“IMTB”) has been appointed as a member of the Committee of Advertising Practice ("CAP").
IMTB represents influencer marketing on CAP as its newest 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. Additionally, the CAP Executive provides the advertising industry with guidance on complying with the Code.
Shahriar Coupal, Director of CAP commented on IMTB's appointment to CAP:
"Influencers increasingly represent a significant part of the advertising ecosystem and ensuring they understand how and when the ad rules apply to them is a focus of the ASA’s work. We are therefore delighted to appoint IMTB as a member of CAP. We have been impressed by IMTB's depth of subject matter expertise and look forward to their committee contributions. Complaints about influencer posts constitute almost a quarter of online cases brought to the ASA each year. CAP is committed to encouraging and securing responsible influencer marketing which is increasingly aligned with the regulatory system."
Scott Guthrie, Director General of the IMTB said:
“IMTB is the first new CAP member in over a decade. Joining CAP is a significant milestone both for the IMTB and for influencer marketing as a whole. IMTB will now provide direct representation of the influencer marketing sector to the committee. Better regulation and enforcement of that regulation leads to better trust, relevance, responsibility and effectiveness, for IMTB members and the industry as a whole. Together we aim to encourage greater professionalism and alignment with the regulatory system.”
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 15 member organisations: BENlabs, THE FIFTH, Fourth Floor, Good Relations, impact.com, INCA, R&CPMK, Ketchum, Ogilvy, SEEN Connects, Storm, Tagger, TAKUMI, 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.
About the Committee of Advertising Practice
CAP writes the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and helps enforce ASA rulings.
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. Additionally, the CAP Executive provides the advertising industry with guidance on complying with the Code.
Established in 1961, the Committee and the Code marked their 50th anniversary in 2011. The full list of existing CAP members can be viewed here.