Agencies come on board with Influencer Code as ISBA and IMTB join forces

ISBA and the Influencer Marketing Trade Body (IMTB) are today announcing the latest names signing up to the Influencer Marketing Code of Conduct – and are relaunching the Code as a joint venture between the two trade bodies.

The Code, first launched in September 2021, continues to be a guide to best practice in influencer marketing for brands, agencies, and talent – delivering transparency for consumers, enabling authentic and effective influencer marketing, and promoting collaboration and better industry partnerships.

It was updated in May 2022 to include commitments, particularly for brands, around diversity, equity and inclusion – including regular auditing of the pool of influencers being worked with to ensure better representation.

Now the Code is being boosted by the announcement that ISBA and the IMTB will both promote the document and press for its wider adoption.

As part of this, 15 IMTB member agencies are signing up to follow the Code’s principles, including:

  • BENlabs
  • Disrupt
  • The Fifth
  • Fourth Floor
  • The Goat Agency
  • Good Relations
  • Ogilvy
  • R&CPMK
  • SEEN Connects
  • Storm Management
  • Tagger
  • Takumi
  • Whalar
  • What They Said

They are joined by the agency Territory Influence.

Phil Smith, Director General of ISBA, said:

“Influencer marketing continues to evolve, with ever more brands stepping into this space and facing the challenges and opportunities it brings.

“The Code of Conduct, now a joint venture between ISBA and the IMTB, brings best practice for brands, agencies, and talent together in one place. But if a rising tide is to lift all boats, then greater adoption of the Code’s principles is all-important. That’s why we’re very pleased to see agencies signing up to be a part of this initiative.

“By adhering to the Code, industry is promising to deliver transparency for the public, authentic and exciting influencer marketing, and a collaborative approach that will drive up trust.”

Scott Guthrie, Director General of the IMTB, said:

“Maintaining influencer marketing’s explosive growth rate depends on building ever more professionalism within our sector. Professionalism starts with accountability. Signing up to this Code demonstrates that commitment to accountability.

“For two years, the IMTB has worked with ISBA on this Code. We were asked to review its drafting in 2021 and helped write subsequent clauses around pay parity and representation for last year’s update.

“ISBA has been a steadfast ally to the IMTB since our incorporation, and we are thrilled to formalise this relationship through the co-branding of this important Code.”

  • The updated Influencer Marketing Code of Conduct document is available here
  • ISBA’s suite of template contracts for influencer marketing can be found here
  • You can view the full list of signatories here

If you are interested in becoming a signatory to the Code of Conduct or would like more information on ISBA’s Influencer Marketing Working Group, please contact Rosina Busumbru at