Advertiser trade body ISBA has partnered with the Influencer Marketing Trade Body (IMTB) to promote the Influencer Marketing Code of Conduct for wider adoption.
The Code, first launched in September 2021 and updated in May 2022, acts as a best practice guide to influencer marketing for brands, agencies, and talent.
Its goals include ensuring transparency in advertising for consumers, enabling authentic and effective influencer marketing, promoting collaboration and better industry partnerships, and requiring commitments for brands around diversity, equity and inclusion for using influencers.
With the latest announcement, ISBA and IMTB will both promote the document and press for more agencies and brands to sign on to follow the Code’s principles.
As part of this, 15 IMTB member agencies have announced they will join the Code. They include BENlabs, Disrupt, The Fifth, Fourth Floor, The Goat Agency, Good Relations, Impact.com, Ogilvy, R&CPMK, SEEN Connects, Storm Management, Tagger, Takumi, Whalar and What They Said. They are further joined by the agency Territory Influence.
“Influencer marketing continues to evolve, with ever more brands stepping into this space and facing the challenges and opportunities it brings,” reflected ISBA director general Phil Smith. “The Code of Conduct, now a joint venture between ISBA and the IMTB, brings best practice for brands, agencies, and talent together in one place. But if a rising tide is to lift all boats, then greater adoption of the Code’s principles is all-important. That’s why we’re very pleased to see agencies signing up to be a part of this initiative.
“By adhering to the Code, industry is promising to deliver transparency for the public, authentic and exciting influencer marketing, and a collaborative approach that will drive up trust.”
Scott Guthrie, director general of the IMTB, commented that the trade body is “thrilled” to formalise its relationship with ISBA through the co-branding of the Code.
He added: “Maintaining influencer marketing’s explosive growth rate depends on building ever more professionalism within our sector. Professionalism starts with accountability. Signing up to this Code demonstrates that commitment to accountability.”
