IMTB and European advertising regulators champion self-regulation and the positive impact of influencer certification
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This week, IMTB was in Paris as part of a panel of European advertising regulation experts discussing the positive impact influencer certification is having around Europe.
Speaking at Follow Me Paris 2025, the premier trade show for European influencer marketing, digital creation and social commerce professionals, the session was set against the backdrop of the recent Digital Fairness Act consultation.
Our director-general Scott Guthrie spoke alongside the director-general of the European Advertising Standards Alliance (EASA), Ludovic Basset and Mohamed Mansouri, deputy director at ARPP - Autorité de Régulation Professionnelle de la Publicité, the French ad regulator.
Powerful advertising self-regulation isn’t just about legal disclosure; it's about fostering consumer trust through formal training so content creators can better understand their legal and ethical responsibilities.
The overarching objective is to establish a professional baseline for all the actors involved: the brands, the agencies, and the creators themselves.
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit trade association 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.
IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP"), the UK advertising’s rule-making body.
It co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.
IMTB sits on the government's Online Advertising Taskforce as part of its influencer marketing workstream.
IMTB co-runs the Digital Creators All-Party Parliamentary Group, designed as a forum for creators to engage policymakers - acting as a vital bridge between the UK’s creators and Westminster
IMTB is an Advertising Association member. Our director general sits on the AA's council.
In 2024 IMTB co-founded the European Influencer Marketing Alliance - a federation of professional influencer marketing organisations across Europe. EIMA provides a unified voice for creator economy constituents to regulators, legislators, media, academics and other key stakeholders at a time of tremendous growth within the industry but also a time of increased legislative and regulatory scrutiny.
Member organisations sign up to our 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.