IMTB promotes responsible creator marketing to experts from brands, creators, and industry trade bodies at Meta’s inaugural  EMEA creator roundtable event

Today, Meta convened its first EMEA creator roundtable. Leaders from across the creator economy - brands, creators, and industry trade bodies - came together to chart our sector’s future in an era of rapid transformation. 

The two-and-a-half-hour event included two breakout sessions enabling delegates to discuss the importance of transparency and partnership along with regulatory frameworks. It offered a key opportunity for IMTB to demonstrate leadership and depth of expertise in our sector across the UK and European markets.

IMTB stressed the importance of paying creators fairly and to agreed timeframes - elements both enshrined within the influencer marketing code of conduct co-owned by IMTB and ISBA. 

Creator usage right terms should also be negotiated and agreed upfront, argued IMTB. It was noted that content amplification is essential, as organic reach alone rarely delivers desired performance.  Creators should be alive to the realities of reach but should be compensated fairly in return for brands leveraging their content in paid campaigns. 

Strategic alignment as a key driver for success - IMTB explained to delegates that the single most important factor driving creator marketing success is the strategic fit between the creator, the brand, and the content. As part of the onboarding phase of the creative process, creator briefing should be simple, insightful, and free from jargon. Ideally, it should evolve through conversation rather than via email, shared documents or WhatsApp. A brand strategist should be present to articulate the idea and provide inspiration. IMTB underscored that while creators bring creativity, they also need guardrails and clear starting points to succeed. 

This is especially important with nano-creators, who are often inexperienced and cannot be expected to deliver at the same level as top-tier talent without guidance. 

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.