IMTB signs up to the International Alliance for Responsible Drinking (IARD) Global Standards Coalition
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IMTB has joined 100 global-leading companies by signing up to the International Alliance for Responsible Drinking (IARD) Global Standards Coalition (GSC).
As members of the GSC we join brands including Diageo, Heineken, ABInBev and Pernod Ricard in raising standards across the value chain to help reduce harmful drinking and promote moderation among adults of legal purchase age who choose to drink.
Together, IARD GSC members are demonstrating how the private sector can make a unique contribution towards reducing harmful drinking and in promoting moderation among adults of legal purchase age who choose to drink.
Progress has been made globally, but it hasn’t always been universal. This coalition unites partners from across the value chain to share insights and good practices to help drive further change.
The GSC is a direct response to the UN’s Declaration on NCDs, which calls on our sectors to take concrete steps towards eliminating the sales, marketing, and advertising of alcohol to minors.
Laura Brodie, Vice President/Director of Partnerships and External Relations at International Alliance for Responsible Drinking (IARD) said on IMTB become a member of the GSC:
“As influencer marketing continues to evolve and expand, playing an increasingly pivotal role globally, the need to develop, embed and champion responsible practices becomes ever more important. IMTB joining IARD’s GSC builds on the momentum of over 100 partners across the value chain.
“We want influencers promoting alcohol on social channels to feel confident they are creating responsible content and to prevent those underage from seeing alcohol marketing. We encourage others to join us in these efforts.
“Embedding responsible marketing practices and standards creates stronger, more resilient businesses in an era where trust is key for both consumers and sustainable outcomes.”
Scott Guthrie, director-general for the Influencer Marketing Trade Body, said:
“IMTB members are united by a commitment to growth through responsible marketing. That's why we are delighted to join the International Alliance for Responsible Drinking (IARD) Global Standards Coalition (GSC).
"Practising responsible marketing is the surest way for creator marketing to reach its fullest potential. This belief informs everything that we do at the IMTB. This is evidenced by our seat on the UK advertising’s rule-making body, by our Advertising Association membership and the work we undertake there as part of its Trust in Advertising working group. Through our co-ownership of the influencer marketing code of conduct. Through running the Digital Creators APPG. Joining the GSC is another step forward in maturation for the creator marketing industry, and I’m delighted IMTB is leading the way.”
What IMTB stands for as members of IARD’s Global Standard Coalition
What we stand for as members of IARD’s Global Standard Coalition:
About the IARD and their Global Standards Coalition
Over 100 organisations have joined this growing global alliance, building on the success of the IARD Global Standards Coalition launch in 2023.
This growing global alliance includes retailers, e-commerce platforms, marketing and advertising agencies, sports bodies, travel retail and hospitality sectors, self-regulatory organisations, digital platforms, as well as the world’s leading beer, wine, and spirits companies that make up the International Alliance for Responsible Drinking (IARD) and its Partnership Council members.
The coalition aims to generate innovative ideas and share good practices to help further accelerate downward trends in harmful use of alcohol locally, nationally, and internationally.
- More information about the IARD Global Standards Coalition
- Download the Global Standards Coalition Report
- Download the Global Standards Coalition Statement
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.