ISBA and IMTB Launch ‘Refreshed and Comprehensive’ Influencer Marketing Code of Conduct

ISBA and the Influencer Marketing Trade Body are today launching the fourth version of their Influencer Marketing Code of Conduct.

The Code, first launched in 2021, has been fundamentally rethought, with commitments divided into themed sections which detail the best practices expected of brands, talent and influencer marketing agencies, and influencers themselves.

The ‘golden thread’ from previous iterations of the Code – that of collaboration between all industry participants – remains, helping to drive transparency for consumers, effectiveness for brands, and influencers being able to deliver impactful content.

But as influencer marketing continues to evolve and as spending on it grows, the Code now addresses a number of areas to help ensure responsible marketing – including DEI, ad accessibility, health & wellbeing, and environmental sustainability. Ethical standards are promoted in the use of virtual influencers and artificial intelligence.

Alongside this, the Code promotes good practice on contracting, measurement, and ad disclosure.

Notably, the Code now also includes a section on prevention of harm which might be caused by the content or placement of influencer ads. This addition has emerged from the work of the Government’s Online Advertising Taskforce, which has a sub-group dedicated to influencer marketing. The members of the sub-group have committed to driving take-up and awareness of the Code throughout their memberships and across industry.

To help demonstrate this, ISBA and the IMTB are today also launching a badge which those who have signed up to support the Code’s principles can display on their owned channels.

Rob Newman, ISBA’s director of public affairs and chair of the Online Advertising Taskforce Influencer Marketing Sub-Group, said, “The Influencer Marketing Code of Conduct has previously been recognised by Parliament as a strong piece of industry leadership. Today we are very pleased to take the next step by releasing what we believe is a foundational document, bringing together best practice in one refreshed and comprehensive Code.

“The expectation from government has been clear: they want to see the advertising sector supporting high standards and driving their adoption. 

“We are answering that challenge by calling on industry to collaborate in delivering responsible influencer marketing campaigns, preventing harm, and supporting creators to deliver exciting, authentic content which the public can trust.”

Scott Guthrie, director-general of the Influencer Marketing Trade Body, said, “Responsible influencer marketing is a profit generator. It enhances reputation and builds trust. Our enriched Code of Conduct offers a pathway for progressive advertisers, agencies and creators to follow best practices.

“The new accreditation badge for Code signatories is destined to become a quality assurance marker within our industry.” 

Emma Harman, co-chair of the IMTB and EMEA President of Whalar Group, said, “As the creator and influencer marketing industry continues to evolve, the updated Code of Conduct is a vital framework for great working relationships between brands, agencies, and creators. 

“Central to this is consumer trust and compliance with the ASA’s advertising and transparency rules. This maintains the credibility of our industry.

“I am particularly keen to ensure brands and agencies understand their responsibility in representing our diverse society. This means drawing on a broad range of creators which show our diverse world, reinforcing the positive potential of social media.

“At Whalar Group, we are proud to lead by example. As long-standing signatories, and as Co-Chair of the IMTB, I am committed to championing this Code as a cornerstone of our industry’s best practices.”

Oliver Lewis, co-chair of the IMTB and CEO and founder of THE FIFTH, said, “The purpose of the Code is championing responsible influencer marketing. At a time when it’s easy to get carried away with our industry’s explosive growth, now more than ever we need to unify around standards that are fit to hold us all to account. 

“Both Parliament and the Government have marked this Code as best practice within our sector, which is why we are not only proud signatories but were so happy to have supported the review of the new clauses, such as those on virtual influencers and artificial intelligence. The evolutions will keep coming; so must our practices.”

Guy Parker, chief executive of the Advertising Standards Authority, said, “We’re delighted to see the release of the updated ISBA and IMTB Influencer Marketing Code of Conduct. This will play a valuable role in helping to foster transparency, responsibility, and consumer trust within the influencer marketing industry. 

“As the industry continues to grow and evolve, it is essential that brands and influencers alike ensure that content not only engages audiences but also upholds the highest ethical standards. We’re very supportive of industry measures like this which encourage best practice for the benefit of consumers, industry, and society.”