IMTB speaks with The Sunday Post about the measures its members take to avoid exposing under-18s to alcohol marketing via influencers' social media ads

Scottish newspaper, The Sunday Post, asked what the Influencer Marketing Trade Body does to avoid exposing under-18s to alcohol marketing on social media.

“Scott Guthrie, director general of Influencer Marketing Trade Body, said they work with regulatory authorities to adhere to guidelines.

‘Our members understand their responsibilities when working with alcohol brands and have built checks into the identification and selection processes when looking for potential influencers to partner with.

‘Members take care to work only with influencers who are at least 25 years old, and who look their age.”

“He added that they will not work with influencers likely to appeal to people under 18 and encourage them to drink and also ensure audiences are 75% over 18.”

Read the full story from The Sunday Post here.

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.