Institute for Responsible Influence targets trust in creator marketing

BBB National Programs’ Center for Industry Self-Regulation has launched the Institute for Responsible Influence, introducing a U.S.-based creator certification initiative aimed at improving transparency, accountability, and trust in creator marketing.

The Institute’s first initiative is a certification program designed to equip creators with training and resources aligned with Federal Trade Commission Endorsement Guide requirements and responsible content practices. Certified creators will be able to signal to brands and consumers their commitment to transparent and ethical brand partnerships.

Addressing trust gaps in creator marketing

Creator marketing has become a significant part of brand strategy in the U.S., with 83 percent of marketers using paid creators in 2024. The sector represents a domestic market valued at $24 billion and includes more than 27 million people paid to influence consumer decisions.

Despite this growth, consumer trust remains limited. Research cited by the Institute shows that while 58 percent of consumers have made purchases based on creator recommendations, only 5 percent fully trust creator content, and nearly 30 percent report distrust. Disclosure plays a central role in addressing this gap, with 71 percent of consumers saying transparency around brand partnerships increases trust.

Eric D. Reicin, president and chief executive officer of BBB National Programs and the Center for Industry Self-Regulation: "With the creator economy outpacing the guardrails needed to keep consumers, creators, and brands protected, the Institute for Responsible Influence brings influencers and experts together to raise the bar on transparency and restore trust, ensuring everyone in the digital marketplace has the guidance and protection they deserve."

Industry backing and advisory support

The Institute has received early backing from advertising industry organizations, agencies, and brands, including the American Association of Advertising Agencies, the Association of National Advertisers, and the American Advertising Federation.

To support the development of its certification curriculum, the Institute has established an advisory council made up of agencies, brands, industry associations, and advertising attorneys from BBB National Programs’ National Advertising Division. Members include Billion Dollar Boy, the Independent Beauty Association, the International Council for Ad Self-Regulation, Linqia, Mammoth Brands, Moroch, and Uncommon Creative Studio.

What the certification program includes

The Institute’s program will provide education on regulatory requirements, endorsement transparency, and advertising best practices. Creators who complete the training and assessments will receive certification and be listed in a searchable database of certified creators.

The program will also include ongoing oversight to ensure adherence to certification principles, along with continued resources and community support for creators committed to responsible promotion and professional development.

Bob Liodice, chief executive officer, Association of National Advertisers: "Vetting and selection of creators are key elements of the influencer marketing process. The Institute for Responsible Influence provides an independent certification to help marketers work with creators who understand their responsibility for FTC compliance."

Justin Thomas-Copeland, chief executive officer of the American Association of Advertising Agencies: "As part of a shared commitment to responsible industry practices, the 4As is supporting the Center for Industry Self-Regulation in launching the Institute for Responsible Influence."

Steve Pacheco, chief executive officer of the American Advertising Federation: "The influencer economy is a fast-growing component of the advertising community. Supporting third-party certification and training for influencers will help strengthen the integrity of these voices and marketing messages."

Enrollment for creators and training toward certification is scheduled to open in spring 2026. The Institute positions the program as part of a broader effort to raise standards across the creator economy through education, certification, and ongoing accountability.

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