IMTB underscores its commitment to protect young people online whilst emphasising that quality creator-led video can play a positive role

In response to today’s announcement from the Government that social media is to be banned for under-16s, the Influencer Marketing Trade Body (“IMTB”)  has issued the following statement.

Scott Guthrie, director general, IMTB, said:

“IMTB represents influencer marketing on the Committee of Practice - the UK’s ad rule-making body. There have long been in place rules to ensure ads don’t actively encourage children to buy an advertised product, along with other rules to strictly limit the targeting of alcohol, gambling, and high-fat, sugar or salt products to young people. IMTB members are responsible marketers and take great care to follow CAP rules alongside other regulations.

“Earlier this year, the Digital Creators All Party Parliamentary Group, of which IMTB is co-secretariat, heard from a host of talented digital creators whose video content is helping reshape how knowledge is shared and communities nurtured. We heard how these creator-led videos are helping young people study for their GCSEs and acquire new skills, including playing musical instruments and improving their artwork. The sector and government should find a way to work together to ensure young people aren’t cut off from accessing those relatable educational opportunities.”