• ISBA and the IMTB announce a new wave of signatories to their Influencer Marketing Code of Conduct
• Government welcomes leap in backing saying it “goes to the core of the mission of the Government’s Online Advertising Taskforce of improving trust in adverts”

ISBA and the Influencer Marketing Trade Body (IMTB) are today announcing a new wave of signatories to their Influencer Marketing Code of Conduct.

The Code was first launched in 2021 and its fourth iteration was published in November 2024. Six months on, progressive influencer firms alongside brands which are household names are announcing their support.

The Code promotes collaboration between everyone involved in the advertising chain, and signatories commit to helping drive transparency for consumers, effectiveness for brands, and wellbeing for influencers.

The Code also addresses a number of areas to help ensure responsible marketing – including promoting inclusion, ensuring that ads are accessible to all, and considering environmental sustainability. Ethical standards are also promoted in the use of virtual influencers and AI.

The Government’s Online Advertising Taskforce is focused on preventing harms which may be caused by the content or placement of online ads. With that in mind, the Code also includes a section which covers: 

• A general harm prevention duty on brands, agencies and talent
• A commitment by brands to carry out due diligence on the influencers they work with
• All parties to seek to prevent age-inappropriate or age-restricted ads landing with the wrong viewers
• Zero tolerance of unacceptable conduct, including hate speech
• A commitment by influencers not to use misleading photo filters

Work is now being undertaken to encourage influencers themselves to sign up to and promote the Code, and to adhere to the regulations set out by the Advertising Standards Authority and CMA.

The Minister for the Creative Industries, Sir Chris Bryant MP, said: "It is great to see the progress that is being made in adding signatories to the Influencer Code of Conduct as part of the push for better standards in online marketing.

"This goes to the core of the mission of the Government’s Online Advertising Taskforce of improving trust in adverts, and I would encourage more agencies, brands and influencers to sign up."

Rob Newman, ISBA’s Director of Public Affairs and Chair of the Influencer Marketing Working Group of the Online Advertising Taskforce, said:

“The Code of Conduct was born out of advertisers’ desire to raise standards, and to do their best by the influencers who make content and the public who consume it. Today, household names from across the economy are giving the Code a vote of confidence by adding their support.

“The Government have been clear that they want to see advertisers backing high standards and driving their adoption, and we’re proud that ISBA members are answering that call.

“Our goal in the coming months is to ensure that brands, who are spending increasing amounts on influencer campaigns, continue to sign up to the Code and commit to transparency, accountability, and the prevention of harm which is essential to public trust.”

Scott Guthrie, Director-General of the Influencer Marketing Trade Body, said:

“Responsible influencer marketing is a lever for economic growth. This Code provides advertisers, agencies and creators with a checklist of best practices.

“Progressive influencer marketing agencies, platforms and talent agencies stand alongside household name brands as Code signatories. 

“Our mission is for all industry players to commit to it and, together, help secure influencer marketing’s professional, profitable future.”

Notes to Editors

1. Here is the full Influencer Marketing Code of Conduct. 

2. The Influencer Marketing Working Group of the Government’s Online Advertising Taskforce is chaired by ISBA, and includes representatives from the AA, ASBOF, CAP, IAB UK, IMTB, IPA, and Tech UK.

3. Here is the full list of Code signatories. 

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, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.