ICAS Supports the Development of WFA Global Guidance on Influencer Marketing

The International Council for Advertising Self-Regulation (ICAS) is proud to have been commissioned by the World Federation of Advertisers (WFA) to develop global guidance on influencer marketing. This initiative aims to help marketers and influencers engage in responsible advertising practices.

According to WFA’s latest research, influencer marketing budgets are set to rise significantly. 54% of multinational brand marketers plan to increase spending in 2025, while 61% agree that influencer marketing will become more critical in the future. Data from Influencer Marketing Hub projects that global influencer marketing budgets will reach US$22 billion by 2025. 

In response to this growing trend, WFA tasked ICAS with developing new global guidance for brands to ensure ethical and transparent influencer marketing practices. 

The expertise of ICAS’s global network of independent advertising standards bodies played a crucial role in crafting these guidelines. An expert from the UK’s Advertising Standards Authority (ASA) led the drafting process, with peer reviews conducted by experts from Argentina, Brazil, Canada, Greece, the Netherlands, Spain, Sweden, the UAE, and the US, along with the European Advertising Standards Alliance (EASA). Additional input was provided by key stakeholders such as the International Alliance for Responsible Drinking (IARD).

The guidance also features case studies generously contributed by advertising standards bodies in Australia, Belgium, Brazil, France, India, South Africa, Sweden, the UAE, the UK, and the US. These real-world examples illustrate how influencer marketing principles are applied across different national contexts.

The global guidance identifies five key areas where marketers can ensure their influencer campaigns are responsible, ethical, and compliant with global advertising standards:

• Disclosure and Transparency: clear disclosure, placement of disclosure and clear language are all areas brands need to address.
• Content Accuracy: content needs to be authentic and truthful. Brands should encourage influencers to provide genuine opinions and experiences while also verifying all claims are truthful and can be substantiated. Misleading claims, exaggerations, or omissions about the brand, product, or service should be avoided.
• Ethical Considerations: Brands should avoid content that could be considered offensive, discriminatory, or environmentally or socially irresponsible.
• Compliance with Local Laws: Brands need to understand and follow advertising laws and guidelines in each country where the content will be distributed while also ensuring content is appropriate for the audience and follows age restrictions where applicable.
• Best Practices: Areas such as clear contracts, training and guidance and ongoing monitoring give brands a firmer handle on managing their influencer partners. 

Guy Parker, ICAS President, said:

Influencer marketing is a powerful and effective tool for brands when used responsibly. At ICAS, we are committed to ensuring that advertising—across all channels—is transparent, ethical, trusted, and aligned with global best practices. This new guidance, developed in collaboration with WFA and experts from ad standards bodies worldwide, provides brands with the necessary framework to uphold trust and accountability in the digital landscape.

Stephan Loerke, WFA CEO and Vice-President of ICAS stated:

While many brands are striving to set best practice, there is still work to do to raise the bar in terms of where the industry needs to be. This new guidance highlights where and why brands can improve and provides checklists they can follow to ensure a better, more sustainable and trustworthy approach to influencer marketing, which should ultimately benefit both brands and consumers.

The guidance includes real-life case studies demonstrating both good and poor practices. It is available to WFA members here.

For more information on influencer marketing and an overview of national self-regulatory standards on influencer marketing, click here.