New era for influencer marketing as IMTB gains full CAP membership, elevating influencer marketing's voice at the UK advertising’s rule-making body
The directors of the Committee of Advertising Practice ("CAP") have voted unanimously to appoint IMTB as a full member of CAP.
IMTB has been an associate member of CAP since March 2023 when it became the first new CAP member in over a decade. Since then IMTB has provided direct representation of the influencer marketing sector to the committee. Associate membership permitted IMTB to attend and speak in CAP meetings - but not to vote. IMTB's appointment as a full member affords it the right to vote, and to have all other rights and obligations of membership.
The appointment follows a review by the CAP executive. The review considered the progress made by the IMTB since its admission to CAP as associate member. It had particular regard to assessing whether IMTB could contribute significantly to the effectiveness of advertising self-regulation.
IMTB has been an exemplary associate member of CAP. We welcome its continued responsible and proactive work to promote the high standards of regulation we maintain.
JAmes best CBE, Chair of CAP
Following the vote at an Extraordinary General Meeting CAP's chair, James Best CBE said:
“With the rapidly increasing significance of influencers and creators in the advertising market, it is important that the agencies at the heart of the sector are well-represented on CAP. The IMTB is now able to ensure that, as a full member of UK advertising’s rule-making body. IMTB has been an exemplary associate member of CAP. We welcome its continued responsible and proactive work to promote the high standards of regulation we maintain.”
The IMTB and CAP provide an expert self-regulatory partnership, in tune with UK content creators and the wider marketing industry, to help deliver responsible and vibrant influencer marketing that people can trust and enjoy.
Shahriar Coupal, Director of CAP
Shahriar Coupal, Director of CAP commented on IMTB's full membership to CAP saying:
“I’m delighted to welcome IMTB as a full member of CAP, and Scott Guthrie as its excellent representative on the Committee. At a time when UK creators report feeling unable to shape government policies, and the Government’s industrial strategy is seeking to ‘harness the potential of the growing creator economy’, the IMTB and CAP provide an expert self-regulatory partnership, in tune with UK content creators and the wider marketing industry, to help deliver responsible and vibrant influencer marketing that people can trust and enjoy.”
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.
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, first launched by ISBA in September 2021 and updated in May 2022 and November 2024, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.