Two leading British organizations — the advertisers' association ISBA and the influencer marketing trade association IMTB — have entered into a formal partnership to standardize work with bloggers. The alliance's main objective is to create a unified system for measuring the effectiveness of influencer ads that brands worldwide can use. The UK influencer marketing market is growing at 28% annually, and the industry requires clear regulation at such investment scales.
Four directions for standardizing influencer marketing
The partnership will focus on four key areas. The first is developing a standardized system for measuring effectiveness and evaluating campaigns with bloggers. Brands will be able to obtain universal metrics to compare reach, engagement, and conversions across different influencers and platforms.
The second area is promoting responsible practices in light of AI-influencers emerging and social risks. The third direction is ensuring transparency in ad buying processes and blogger payments. The fourth task is developing knowledge and skills among members of both organizations to work in an evolving industry.
Code of conduct and expanded regulation
ISBA and IMTB already jointly own the Code of Conduct in Influencer Marketing, which is supported by the British government. The document has been signed by major brands: HSBC, John Lewis, Asda. The associations now plan to extend the code's application to talent agencies and bloggers themselves.
"Advertisers increasing their investment in bloggers want to measure reach and return on investment, ensure responsible influencer ads, and harness the full potential for effective marketing mix," explains ISBA Chief Executive Simon Mycklidis.
The work will be conducted through ISBA's updated Creator Marketing Forum and IMTB member forums. Previously, ISBA had published contract templates with influencers and launched the Code of Conduct — the new partnership logically continues these initiatives.
Professionalization of the influencer advertising industry
IMTB Chief Executive Scott Guthrie notes that rapid market growth requires solid infrastructure. As budgets scale, the partnership must maximize campaign effectiveness and actively reduce reputational risks for brands.
In 2025, the British industry has already taken steps toward professionalization. IAB UK has launched the country's first qualification for bloggers, approved by ISBA and the Advertising Association. The program was developed as part of the European AdEthics initiative. Bloggers who complete 90 minutes of training receive an IAB UK certificate, confirming knowledge of responsible influencer marketing principles and increasing brand trust.
International influence of British standards
IMTB represents influencer marketing in the Committee of Advertising Practice and jointly oversees an all-party parliamentary group on digital creators. In 2024, the association became a co-founder of the European Influencer Marketing Alliance, and in 2025 concluded a strategic alliance with Australia's influencer marketing council AiMCO.
For Russian brands building a system for working with bloggers, British experience offers ready-made solutions. Standardizing metrics allows comparing the effectiveness of different influencers in a media plan, forecasting CPM and reach, and assessing integration quality. Agencies using a structured approach to media buying — from selecting bloggers based on clear KPIs to post-campaign analytics — deliver measurable results to brands and protect against reputational risks. In this context, it's helpful to consult with specialized experts: the ETC team builds blogger campaigns based on data and transparent effectiveness metrics.
Frequently asked questions
What is influencer marketing standardization?
Influencer marketing standardization is the creation of uniform rules for measuring the effectiveness of influencer ads, assessing reach and return on investment. British associations ISBA and IMTB are developing a universal metrics system that will allow brands to compare campaign results and forecast KPIs. Standards also include payment transparency and responsible practices for working with creators.
Why should a brand use standards for working with bloggers?
Standards give brands transparent metrics for assessing the effectiveness of influencer investments and protection against reputational risks. A unified measurement system allows comparing reach, engagement, and conversions across different influencers, building media plans based on data. Following codes of conduct reduces the likelihood of scandals and advertising legislation violations.
How is the influencer advertising market growing worldwide?
The UK influencer marketing market is growing at 28% annually, which requires industry professionalization. International associations are creating uniform effectiveness measurement standards, launching training programs for bloggers, and forming multinational alliances. The Russian blogger advertising market is also demonstrating active growth, requiring brands to adopt a structured approach to influencer selection and results evaluation.
Summary
- ISBA and IMTB created a partnership to standardize influencer marketing: unified effectiveness metrics, purchase transparency, responsible practices, and specialist training.
- The UK influencer advertising market is growing at 28% annually, requiring reliable infrastructure to protect brands and measure campaign results.
- The Code of Conduct, owned by both associations, is supported by the government and signed by HSBC, John Lewis, Asda — its scope will be expanded to talent agencies and bloggers.
- IAB UK launched the UK's first qualification for creators: 90 minutes of training provides a certificate of knowledge in responsible influencer marketing.
- IMTB participates in international alliances — the European Influencer Marketing Alliance and partnership with Australia's influencer marketing council — extending standards beyond Britain.
- For Russian brands, British experience is valuable when building a blogger work system: structured media buying, KPI forecasting, and transparent metrics increase campaign effectiveness.
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
