- IMTB joins forces with influencer marketing trade associations in France and Germany to form the European Influencer Marketing Alliance (EIMA)
- EIMA will promote professional practice within the region
- EIMA joins European Advertising Standards Alliance as Associate Industry Member
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IMTB has joined forces with Creator Economy trade associations in France and Germany forming the European Influencer Marketing Alliance (EIMA).
Founded alongside France’s Union des Métiers de l'Influence et des Créateurs de Contenus (UMICC) and Germany’s Bundesverband Influencer Marketing e.V. (BVIM) the alliance offers a practical way to share local expertise with partner members for the betterment of the influencer marketing industry.
EIMA is set on maintaining consumer trust and brand reputation, protecting consumers and working with regulators by promoting responsible influencer marketing within Europe.
The organisation was founded to bring 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.
The alliance will foster a sustainable, ethical, and profitable future for the European influencer marketing industry. It will also seek to elevate industry standards and promote responsible influence to protect both the creator economy and consumers in Europe.
Initially, a tripartite organisation EIMA is already in discussion to add membership from other influencer trade associations across Europe.
EIMA joins the European Advertising Standards Alliance (EASA)
Following the European Advertising Standards Alliance’s (EASA) recent General Assembly meeting held in Amsterdam EIMA has been accepted as an associate industry member.
EASA operates a network of 28 advertising self-regulatory organisations and 14 advertisers, agencies, and media plus a digital pure-play company.
EASA’s role is to set out high operational standards for advertising self-regulatory systems, and to provide a space for the advertising ecosystem to work together at the European and international levels to address common challenges and make sure advertising standards are future-proofed.
On accepting EIMA as an associate industry member Lucas Boudet, Director General, European Advertising Standards Alliance said:
“The European Advertising Standards Alliance (EASA) is delighted to welcome the European Influencer Marketing Alliance (EIMA) as Associate Industry member. We see this milestone as a first step towards full integration in our ad self-regulatory network.
“EASA brings together all the entities of the advertising value chain which promote responsible advertising; having EIMA join this ecosystem is absolutely key considering the increasing prominence of influencer marketing practices.”
Scott Guthrie, director general, Influencer Marketing Trade Body (IMTB)
“Globally the influencer marketing sector is growing at speed. Valued at $21.1 Billion in 2023 and $24 Billion this year, one analyst forecast prices our industry at close to $200 Billion by 2032. However, the past does not guarantee the future.
“The trust our sector enjoys is earned when brands, agencies, platforms and creators act responsibly, taking seriously their obligations to each other and to consumers. The European Influencer Marketing Alliance combines the expertise of three trade bodies bringing a unified voice that will champion responsible influencer marketing across Europe.”
Jeanette Okwu from Bundesverband Influencer Marketing e.V. (BVIM)
“The formation of EIMA marks a pivotal moment for the influencer marketing industry in Europe. By uniting the expertise of leading trade bodies from the UK, France, and Germany, we're creating a powerful platform to promote responsible practices and shape the future of our sector.
“As the German representative in this alliance, BVIM is committed to fostering transparency, ethics, and professionalism in influencer marketing. Our collaboration through EIMA will not only benefit brands and creators but also protect consumers and strengthen the integrity of our industry across Europe.
“We're excited to work alongside our partners and engage with regulators to ensure a thriving, trustworthy influencer marketing landscape.”
Quentin Bordage, European Affairs Coordinator, Union des Métiers de l'Influence et des Créateurs de Contenus (UMICC)
"The creation of EIMA illustrates the economic strength of the influencer marketing industry in Europe, its maturity, and its lasting impact on the millions of people who follow content creators daily. Despite very diverse legal contexts, local professional organizations such as UMICC, IMTB, and BVIM have been pioneers in self-regulation and responsible practices for years, protecting both creators and consumers.
“As the representative of France, UMICC plays a crucial role in this alliance, enabling us to go much further and promote a sustainable, ethical, and profitable future for our industry at the European level".
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit 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 counts circa. 30 progressive creator economy companies as members.
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 aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.
About Union des Métiers de l'Influence et des Créateurs de Contenus (UMICC)
UMICC is the first professional federation dedicated to the influencer marketing sector in France. It represents, supports, and protects content creators, agents, agencies and technologies. Launched in 2023 with seven founding organizations, UMICC now unites over 120 members.
UMICC advocates for the development of more responsible influence practices to protect consumers and promote a positive image of the influencer marketing sector and its players. It also proposes necessary changes and reforms to public authorities, to ensure that the influencer marketing industry benefits from an environment conducive to its development and facilitates the daily work of content creators by helping them understand their rights and responsibilities.
In January 2024, UMICC initiated an Ethics Committee, a dedicated body for reflection and action to meet the ethical and deontological challenges of the fast growing sector. It released the first influencer marketing ethical charters for content creators, agents, agencies and technologies, guiding professionals through transparency, harassment, protection of minors, as well as environmental and societal impact of influencer marketing practices.
About Bundesverband Influencer Marketing e.V. (BVIM)
The Bundesverband Influencer Marketing e.V. (BVIM) is the leading association dedicated to advancing the influencer marketing industry in Germany.
Founded in 2017 BVIM represents a diverse community of influencers, agencies, brands, and influencer marketing technology providers, fostering collaboration and setting industry standards.
Our mission is to bridge the gap between traditional marketing and the dynamic world of influencer marketing, ensuring ethical practices, transparency, and measurable performance.
With a commitment to innovation, the BVIM provides members with the latest insights, resources, and networking opportunities to excel in the rapidly evolving digital landscape.
We advocate for best practices, support professional development, and drive the growth of influencer marketing as a credible and effective marketing strategy under a Code of Conduct all members and supporters have committed to.