IMTB issues response to government’s Creative Industries Sector Plan
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In response to the newly published Creative Industries Sector Plan which forms a central part of the government’s Industrial Strategy the Influencer Marketing Trade Body (“IMTB”) has issued the following statement.
Scott Guthrie, director general, IMTB said:
The Influencer Marketing Trade Body (IMTB) welcomes the Creative Industries Sector Plan’s commitment to promoting advertising and is encouraged by the plan’s drive to “harness the potential of the growing creator economy.”
The UK represents the third largest market globally in terms of influencer marketing spend behind only China and the United States [Statista]. Currently valued at £930m (US$1.17bn) spending in our sector is set to rise by £434.6m (48.5%) to reach £1.3bn (US$1.63bn) by 2029. Our members are at the forefront of the sector connecting brands with customers through talented content creators and sophisticated creative strategies.
The government’s new plan underscores the importance of digital marketing as a “driving force for continued growth in the advertising sector and the sectors whose services and products it helps to promote”. However, the document cites the maintenance of consumer trust in advertising as a key lever to continued economic growth.
The influencer marketing code of conduct jointly owned by ISBA and IMTB has been recognised by the government as an example of best practice within the industry. It enables advertisers to employ authentic and effective influencer marketing. Further it delivers the transparency that consumers expect and deserve.
We are pleased to see the life of the government's Online Advertising Taskforce (OAT) extended. The IMTB sits on the influencer marketing working group within the OAT and works with the government and other advertising trade associations to ensure consumer trust in advertising continues to grow.
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.