The Incorporated Society of British Advertisers (ISBA) and the Influencer Marketing Trade Body (IMTB) have launched the fourth version of their Influencer Marketing Code of Conduct, marking a significant overhaul since its introduction in 2021.

The updated code is now structured into themed sections, outlining best practices for brands, influencers, and influencer marketing agencies.

Key areas of focus include diversity, equity, and inclusion (DEI), ad accessibility, health and wellbeing, sustainability, and ethical standards.

Notably, the code now also includes a section on prevention of harm which might be caused by the content or placement of influencer ads.

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The code’s changes align with the work of the Government’s Online Advertising Taskforce, which includes a dedicated sub-group for influencer marketing. 

“The Influencer Marketing Code of Conduct has previously been recognised by Parliament as a strong piece of industry leadership,” said Rob Newman, ISBA’s director of public affairs and chair of the Online Advertising Taskforce Influencer Marketing Sub-Group.

”Today we are very pleased to take the next step by releasing what we believe is a foundational document, bringing together best practice in one refreshed and comprehensive code”.

The new code has a badge that signatories can display on their owned channels. Scott Guthrie, director-general of the IMTB, explained: “Responsible influencer marketing is a profit generator. It enhances reputation and builds trust. Our enriched Code of Conduct offers a pathway for progressive advertisers, agencies and creators to follow best practices.”