In Conversation with Scott Guthrie, IMTB

Recently, I’ve had the pleasure of speaking with Scott Guthrie, Director General of the Influencer Marketing Trade Body (IMTB) in the UK. During our conversation, we explored several topics relevant to creators, agencies, and advertisers alike, covering everything from self-regulation and transparent disclosure to fair payments and AI’s growing influence on the sector.

THE IMTB: PROFESSIONALISM AND TRANSPARENCY

Scott described the IMTB’s mission to promote responsible influencer marketing, emphasizing that the industry has undergone “growth spurts” alongside inevitable “growing pains.” The IMTB’s work with regulators and legislators has helped influencer marketing evolve into a legitimate, highly effective form of advertising.

“We firmly believe that the surest way to secure our industry’s full financial potential is through responsible influencer marketing.”

THE IMTB’S CODE OF CONDUCT

A major cornerstone of the IMTB’s efforts is its Code of Conduct. Now on its fourth iteration, the Code is regularly updated to reflect evolving industry standards, including guidelines on transparency, sustainability, and even AI. The Code facilitates compliance with advertising rules, including clear disclosure of paid partnerships. It also encourages responsible practices like avoiding greenwashing and preventing consumer harm

“We’re looking to […] promote genuine alignment of values, and prevent harms which might be caused by content or placement of influencer ads.”

THE CREATOR CHARTER FOR ACCURATE NEWS SHARING

The Creator Charter, aims to promote “information integrity” among influencers who share news or public affairs content. With research showing that more and more people turn to social media for news, it’s crucial to empower influencers, even those without formal journalistic training, to verify sources and avoid spreading misinformation.

“They (influencers) might not be seeking to deliberately disinform, but they might be inadvertently disinforming.”

THE IMPORTANCE OF SELF-REGULATION

Scott is a strong advocate for “soft law,” explaining how self-regulation provides the industry with quick, expert-driven guidelines without lengthy legislative processes. Self-regulation generally offers speed and flexibility and is a good complement to existing laws by addressing industry nuances and technological changes in near-real time. While statutory regulations still act as a “hard stop” in the UK, the Competition and Markets Authority can now fine violators up to 10% of global revenue.

"I’m a great proponent […] for soft law, self advertising regulation. Why? I think it’s good for consumers, […] and it’s quick at protecting citizens."

PAYMENT TERMS AND COMPETITION LAW

Many creators push for consistent, fair payment terms, but collective price-setting discussions can raise red flags under UK competition law. As Scott explains, the IMTB walks a fine line: encouraging members to adopt better payment practices, while avoiding any direct interference that could be perceived as restricting competition. However, the IMTB does include high-level guidance on ensuring fairness, without dictating specific contractual terms.

“In terms of payment terms, they’re seen as a commercial condition […] any attempt to align them across market participants, even indirectly, even with the best of intentions, might be seen as restricting competition.”

AI AND THE FUTURE OF INFLUENCER MARKETING

Emerging technologies like AI represent both a boon and a challenge. Automated monitoring helps regulators, like the ASA, proactively sift through millions of ads, catching non-compliance more efficiently than ever before. But AI can also enable deepfakes and manipulated content. New disclosures and guidelines around AI-driven content will likely be integrated into future iterations of the IMTB’s Code and Charter.

“[The ASA] monitored 28 million ads last year, and they’re only going to ramp that up year on year. […] AI works really well.”

LISTEN TO THE FULL INTERVIEW

Dive deeper into Scott’s perspectives on self-regulation, responsible disclosure, fair payments, and the ever-growing role of AI across the influencer space. Watch or listen to our full conversation here.