Influencer marketing is where brands collaborate with third-party endorsers (“influencers”) – human, animal, or virtually produced (e.g., AI-generated) – to create and share content online that promotes the brand’s products or services, typically in return for compensation. This approach leverages the influencers’ ability to affect the opinions and behaviors of their followers.
When done well, influencer marketing is an effective, authentic, engaging way for brands to reach specific audiences and grow their businesses. However, the key to successful influencer marketing is leveraging the trust and connection influencers have built with their followers. If done irresponsibly, e.g., by failing to disclose the nature of the content, promoting age-restricted products like alcohol or gambling to a protected age group such as children and young people, or otherwise disregarding applicable advertising regulations – it can mislead the audience, produce irresponsible or harmful content, cause reputational damage, and erode trust in the influencer, the brand, and advertising generally.
Brands, agencies, influencers, and all participants in the advertising chain bear some responsibility for ensuring marketing communications are responsible. Many countries with a Self-Regulatory Organisation (SRO) for advertising have developed guidance aimed at preventing misleading or irresponsible influencer marketing. An overview of existing (self-)regulatory Guidelines implemented in ICAS markets worldwide to ensure a transparent disclosure of ads by social media influencers is available below. Many of these guidelines are inspired by and consistent with the ICC Marketing Code.
In addition to providing guidance, many SROs also offer training courses and certification programs to support influencers in understanding and applying responsible advertising practices. For example, the Advertising Standards Council of India (ASCI) has developed The Responsible Influencing Playbook, an ASCI Certified Course designed to promote ethical influencer conduct. In Europe, EASA has launched AdEthics, a comprehensive initiative combining two complementary pillars: Training, a fast, accessible, and affordable online course on responsible advertising practices; and Certification, which ensures responsible communication through ongoing monitoring of creators’ published content. Together, these efforts provide a robust framework to assess, educate, and reinforce ethical marketing communications aligned with self-regulatory standards and legislation.
Based on existing guidance and global best practice, ICAS coordinated the development of the WFA Global Guidance on Influencer Marketing, which is available for WFA members here.
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