Updated ISBA Influencer Marketing Code of Conduct focuses on Diversity and Inclusion

New Signatories Drive Up Adoption

  • ISBA refreshes Code of Conduct with focus on diversity, inclusion, and representation
  • 23 major brands and 13 talent agencies and influencers give their backing
  • Template influencer marketing contracts to be refreshed in coming weeks

ISBA has launched an updated version of its Influencer Marketing Code of Conduct, with a focus on helping brands to deliver better diversity, equity, inclusion, and representation in their influencer activity.

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

ISBA’s Influencer Marketing Working Group, consisting of members from across disciplines and sectors, has revisited the Code and held dedicated discussions on how brands can ensure that they are delivering change in DEI. After input from agencies and influencers themselves, signatory brands are committing to:

  • be allies in addressing the unacceptable pay gaps in influencer marketing, including those based on race and gender;
  • regularly audit the diversity of the pool of talent with which they work; and
  • work to address diversity in their own marketing teams, to promote truly inclusive campaigns.

The Working Group will consider what practical guidance on implementation they can share with industry, driving change and measuring progress so that the dial is truly moved on diversity and representation.

The Code has been boosted by the agreement of major brands including Costa Coffee, Heineken, Johnson & Johnson Ltd and Coca-Cola UK & Ireland and talent agencies including SevenSix and TRIBE to become signatories to its principles – as well as the signing up of seven talent agencies.

ISBA will also shortly be launching an update to its suite of template contracts for influencer marketing, which will be brought in line with the principles of the Code of Conduct.

Phil Smith, Director-General of ISBA, said:

“On its launch last September, the Code of Conduct was well-received by industry, with many welcoming the bringing together in one place of best practice and guidance. Today we take another step with the focus in version 2 of the Code on diversity, equity, and inclusion in influencer marketing.

“As an industry, we still have an enormous way to go in ensuring that we meet the highest standards in terms of representation in the ads audiences see, and the diversity of the teams who are creating the campaigns we ask influencers to work on.

“The number of brands and agencies who have agreed to join the second wave of Code signatories is hugely encouraging in this regard. We hope that we will begin truly to move the dial on diversity and inclusion. It is way past time to do so.”

Charlotte Williams, Founder of SevenSix Agency, said:

“As the founder of a diversity and inclusion-focused influencer agency, I am so pleased to see ISBA using their resources to push for a change in our industry. The refreshed Code of Conduct is a practical guide for brands, agencies, and influencers alike, to ensure they are making the industry a more inclusive and representative space.”

Scott Guthrie of the Influencer Marketing Trade Body said:

“Authentic storytelling powers successful influencer marketing. That storytelling should represent the cultures, people, and values of the moment. Misrepresenting our audience is to alienate our audience, to the detriment of all.

“ISBA’s updated Code of Conduct offers advertisers, agencies, and creators a set of guardrails to guide our industry towards a more inclusive and representative future. The IMTB is pleased to have been asked back by ISBA to help shape these new guardrails.”

The list of signatories to the Code of Conduct is now as follows (new signatories in wave 2 indicated with an asterisk):

Brands:

Britvic Plc

Entain plc

LG Electronics UK Ltd

Lidl Great Britain Limited

L'Oreal (UK) Ltd

Made.com Design Ltd

PepsiCo International Ltd

Specsavers Optical Group Ltd

Tesco Stores Limited

Flutter

Costa Coffee*

Heineken*

Johnson & Johnson Ltd*

Kimberley-Clark*

Legal & General Group plc*

NatWest Group*

British Gas Plc*

Phoenix Group*

LADbible Group*

Nationwide Building Society*

Boots UK Limited*

Coca-Cola UK & Ireland Ltd*

Direct Line Group*

Agencies / Talent agencies:

Cirkle

Digital Voices*

Kitly Business*

Saulderson Media*

Wildfire Social*

TRIBE*

SevenSix*

Sixteenth*

Influencers:

@charlottesevensix

@gemmastyles

@megammccoig

@lydias_layton_life

@sashalouisepallari

@iammistermba*

Influencer Marketing Trade Body*

  1. The Code of Conduct is available here.
  1. 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 Georgia Bun at GeorgiaB@isba.org.uk.