ISBA and the Influencer Marketing Trade Body (IMTB) have re-launched the Influencer Marketing Code of Conduct as a joint venture between the two trade bodies.
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ISBA and the Influencer Marketing Trade Body (IMTB) have re-launched the Influencer Marketing Code of Conduct as a joint venture between the two trade bodies.
The Code, first launched in September 2021 and updated in May 2022, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.
The Influencer Marketing Code of Conduct was strongly supported by the Government in its formal response to Parliament’s Inquiry into Influencer Culture in September 2022.
Now the Code is being boosted by the announcement that ISBA and the IMTB will both promote the document and press for its wider adoption.
“By adhering to the Code, industry is promising to deliver transparency for the public, authentic and exciting influencer marketing, and a collaborative approach that will drive up trust.”
Phil Smith // Director General of ISBA
Phil Smith, Director General of ISBA, said:
“Influencer marketing continues to evolve, with ever more brands stepping into this space and facing the challenges and opportunities it brings.
“The Code of Conduct, now a joint venture between ISBA and the IMTB, brings best practice for brands, agencies, and talent together in one place. But if a rising tide is to lift all boats, then greater adoption of the Code’s principles is all-important. That’s why we’re very pleased to see agencies signing up to be a part of this initiative.
“By adhering to the Code, industry is promising to deliver transparency for the public, authentic and exciting influencer marketing, and a collaborative approach that will drive up trust.”
Scott Guthrie, Director General of the IMTB, said:
“Maintaining influencer marketing’s explosive growth rate depends on building ever more professionalism within our sector. Professionalism starts with accountability. Signing up to this Code demonstrates that commitment to accountability.
“Maintaining influencer marketing’s explosive growth rate depends on building ever more professionalism within our sector. Professionalism starts with accountability. Signing up to this Code demonstrates that commitment to accountability.
Scott Guthrie // Director General of IMTB
“For two years, the IMTB has worked with ISBA on this Code. We were asked to review its drafting in 2021 and helped write subsequent clauses around pay parity and representation for last year’s update.
“ISBA has been a steadfast ally to the IMTB since our incorporation, and we are thrilled to formalise this relationship through the co-branding of this important Code.”
15 IMTB members become signatories to the Code
Along with the announcement that the Influencer Marketing Code of Conduct is now co-owned by ISBA and the IMTB, 15 IMTB member organisations became signatories to the Code:
They are joined by the agency Territory Influence.
Full list of signatories to the Influencer Marketing Code of Conduct.
The updated Influencer Marketing Code of Conduct.
About the Influencer Marketing Trade Body
The IMTB is a 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 has 18 member organisations: BENlabs, Captiv8, Disrupt, THE FIFTH, Fourth Floor, Good Relations, impact.com, INCA, R&CPMK, Ketchum, Ogilvy, Open Influence, SEEN Connects, Storm, Tagger, TAKUMI, Whalar, and What They Said.
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.