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Opinion

ISBA Launches Code of Conduct for Influencer Marketing: But what does it mean?

Following the launch of the ISBA Code of Conduct for influencer marketing, we discuss what new changes could mean for the brands and agencies involved, as well as how advertisers could be affected.

Last month, the Incorporated Society of British Advertisers (ISBA) launched its Code of Conduct for influencer marketing. The ISBA aims to create an advertising environment that is transparent, responsible, and accountable in order to gain public trust. The influencer marketing code itself has been introduced to raise standards and to smooth relationships between industry participants, delivering transparency for consumers.

Although the code is not an entirely new set of rules, it does provide fresh insight into influencer marketing best practices. The code was developed by ISBA members who wanted to address the negative issues surrounding influencer marketing. Industry players from across the board helped to shape the code, with representatives from talent agencies and a group of influencers.

The ISBA states: “While not a binding legal document, the Code could be appended to legal contracts. As it launches, brands from across ISBA’s membership, talent agencies, and influencers have agreed to adhere to the Code – in the hope that others across industry will follow suit.” 

So, who is already on board? 

A selection of brands, agencies, and influencers have signed up as supporters of the code. The current signatories are paving the way for more brands, agencies, and influencers to become aware of the code, and have trust in it – ultimately, shaping the influencer marketing industry to become a more fair and positive place. 

Amongst those already supporting the code are big names such as L’Oreal, MADE.COM, and Pepsico, alongside influencers including Sasha Pallari, who have previously spoken to Talking Influence about her passion for creating a more authentic space on social media.

Lauren Spearman, Head of Consumer Comms and Social at MADE.COM, and supporter of the code says: “We believe the Code offers valuable best practice; allowing brands, agencies & talent to work together & deliver the best influencer marketing campaigns. The Code also signifies a step forward in the credibility, transparency & efficiency of our industry. We’re delighted to have been part of the working group with ISBA to launch the code.”

Noticing how large, globally trusted brands such as L’Oreal, MADE.COM, and others such as Tesco, LG, and Lidl are showing their support and becoming signatories of the code – will they be paving the way for encouraging further support?

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