Reed Smith Client Alerts

On 14 September 2021, the Incorporated Society of British Advertisers (ISBA), the UK’s leading body for advertising groups, launched a Code of Conduct for Influencer Marketing, designed to raise industry standards, improve relationships between brands, talent agencies and influencers, and promote trust and transparency.

Authors: Nick Breen Francesca Moss

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Why the need for the Code?

Influencer marketing is an extremely powerful tool that is continuing to evolve, with now over 1,360 influencer platforms and agencies worldwide. But the industry has been plagued with a number of challenges, including rule breaking and deception. Through a common Code, ISBA hopes to align the industry on minimum expected standards that complement and contextualise the various rules, guidance notes and adjudications from the regulators and enforcement bodies.

The Code aims to:

  • ensure compliance with regulatory frameworks set out by the Advertising Standards Authority (ASA), Competition and Markets Authority (CMA), and CAP/BCAP Codes;
  • improve relationships and promote genuine alignment of values;
  • raise standards of conduct;
  • enable authentic and effective influencer marketing; and
  • deliver transparency.