Who: Incorporated Society of British Advertisers (ISBA) and the Influencer Marketing Trade Body (IMTB)
Where: United Kingdom
When: 28 November 2024
Law stated as at: 16 December 2024
What happened:
The ISBA and IMTB Influencer Marketing Code of Conduct – Version 4 is a set of guidelines for brands, agencies and influencers to ensure responsible and ethical marketing practices.
Originally launched in 2021, the fourth edition, which was published in November 2024, has been “fundamentally rethought” according to ISBA. The code is now structured into themed sections, which outline the best practices in influencer marketing expected of brands, talent and influencers, and influencer marketing agencies.
Themes include diversity, equity and inclusion, ad accessibility, health and wellbeing, environmental sustainability and ethical standards. In particular, there are new sections dedicated to the:
- Prevention of harm which might be caused by the content or placement of influencer ads.
- Setting of ethical standards for the use of virtual influencers and artificial intelligence.
- Role influencer marketing plays in environmental sustainability, including by promoting sustainable consumption and minimising the carbon impact of influencer advertising and content creation.
The aim of the code is to protect consumers and promote fair and honest advertising practices in the influencer marketing industry.
Why this matters:
ISBA’s Influencer Marketing Code of Conduct clearly underscores its commitment to a future in which influencer marketing is practiced responsibly and highlights the role that all participants in the influencer marketing ecosystem have in achieving this goal. Businesses should anticipate increased scrutiny of the way in which influencers are used in advertising and ensure they keep horizon scanning for any potential regulatory changes in the future.
