The IMTB has responded to a call for evidence made by the DCMS Committee, as part of its inquiry into ‘influencer culture.’

In March 2021 the UK Parliament's Digital, Culture, Media and Sport (DCMS) Committee announced it would be conducting an inquiry into ‘influencer culture’.

The inquiry will examine the power of influencers on social media, how influencer culture operates, and will consider the absence of regulation on the promotion of products or services, aside from the existing policies of individual platforms.

It will also assess influencer impact when it comes to media and popular culture as well as the positive role they can play, such as raising awareness for a campaign addressing vaccine hesitancy among people from ethnic minority backgrounds.

The DCMS Committee issued a call for written evidence as part of this inquiry and the IMTB has submitted a response to this call.