IMTB’s Scott Guthrie represents the Creator Economy at Key EU Regulatory Workshop held by the European Audiovisual Observatory

Last Friday in Strasbourg, IMTB director-general Scott Guthrie joined European regulators, industry experts, self-regulatory bodies, broadcasters, VOD and VSP representatives to participate in the 2025 edition of the European Audiovisual Observatory’s annual workshop.

Guthrie was the sole representative of the burgeoning creator economy in an all-day workshop that examined recent transformations in the Audiovisual Commercial Communications (ACCs) market. The programme examined the challenges these changes present for all actors in the audiovisual industry, particularly in the context of the ongoing evaluation of the Audiovisual Media Services Directive (AVMSD). 

The event provided an opportunity to reflect, and discuss the sector’s evolving landscape at a time of potential regulatory revision. 

Session 3 “Regulating influencer advertising” explored how the current legal framework at the EU level allows for the regulation of influencers as audiovisual media service providers. The respective roles of the national media regulatory authorities and that of self-regulatory organisations were at the core of the discussions, as well as the articulation between the two. 

Guthrie explained to the other delegates that creator marketing was professionalising at speed across the UK and Europe but that additional time was required to measure positive impact of influencer marketing self regulation in practice. 

He noted that 2024 was a pivotal year for self-regulation within our industry throughout Europe.

• Greece, Spain, Romania SROs holding influencer specific events 
• Germany and the Netherlands launching certification 
• Tightened rules around influencers in Italy and Spain 
• France started to name and shame repeat offenders 
• Portugal published new guidelines 
• EIMA launched and joined the European Advertising Standards Alliance.

The influencer marketing session also discussed rules relative to specific types of products (e.g. alcoholic beverages, gambling, financial products, etc.), which were also briefly covered and used to illustrate what the regulation of influencers entails at the national level. 

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.