TikTok and Advertising Organizations Support an Influencer Certification Project

NEW YORK - In an initiative that could mark a significant advancement in transparency and advertising standards within the creator economy, the Institute for Responsible Influence has announced the launch of its "Responsible Influence Certification Program."

Supported by a broad coalition of major industry players, the program has been established by the Center for Industry Self-Regulation through its Institute for Responsible Influence (IRI). Among the supporters are TikTok, the American Association of Advertising Agencies (4As), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Interactive Advertising Bureau (IAB), the Independent Beauty Association (IBA), the Creators Guild of America (CGA), as well as various creative agencies and brands.

Objective: Promote Transparency and Trust

This program aims to provide creators with tools to adhere to advertising truthfulness standards. It also assists brands and agencies in collaborating with creators responsibly, thereby enhancing accountability and consumer trust in the influencer economy.

"The launch of the Responsible Influence training and certification program underscores the industry's commitment to responsible and transparent creator marketing," said Francis Stones, Global Head of Brand Safety at TikTok. "Creators are at the heart of TikTok, and we are proud to partner with the Center for Industry Self-Regulation and its Institute for Responsible Influence (IRI) for an initiative that elevates standards in the marketplace. IRI-certified creators provide brands with the confidence needed to collaborate safely and healthily for both brands and consumers."

Training Based on Real-World Scenarios

The program consists of a 90-minute interactive course grounded in real-life scenarios. It covers the FTC guidelines on advertising disclosures, as well as other government requirements, industry standards, and best practices for responsible partnerships with brands. Creators who complete the training and pass the assessment will receive a certification seal issued by the Institute for Responsible Influence. This certificate attests to their mastery of transparency and advertising truthfulness principles.

Certified creators will also have access to ongoing resources and will be included in an upcoming searchable database, facilitating connections between brands and trained creators.

An Initiative to Strengthen Trust in the Influencer Economy

The need for such certification is felt in the context of the rapid growth of the influencer economy, as well as growing concerns about the reliability of certain creators sponsored by brands. In the United States, approximately 86% of marketing professionals collaborate with paid creators. This market is currently valued at $37 billion and supports over 27 million individuals influencing consumer decisions. However, despite this growth, consumer trust lags behind: while 58% of consumers have made a purchase based on a creator's recommendation, only 5% claim to fully trust them.

"Our Responsible Influence certification program sets a new standard for the creator economy," stated Jennifer Santos, program director for the Institute for Responsible Influence. "We are fortunate to collaborate with an extraordinary advisory board made up of major brands, leading agencies, and respected industry organizations to build a framework that empowers creators, reduces risks for brands, and ultimately earns consumer trust."

Supporters and Partners of the Initiative

The program has been developed with the support of its advisory board and partners, including:

• American Advertising Federation (AAF)
• American Association of Advertising Agencies (4As)
• Association of National Advertisers (ANA)
• Billion Dollar Boy
• Brand Networks
• Creators Guild of America (CGA)
• Interactive Advertising Bureau (IAB)
• TikTok
• Independent Beauty Association (IBA), among others.

In conclusion, Bryan Gold, CEO of #paid, emphasized the importance of this initiative for the entire sector: "The creator economy thrives when it is built on trust. Our partnership with the Institute of Responsible Influence reflects what we have always believed at #paid: the most powerful collaborations happen when creators and brands share that foundation of trust. The Responsible Influence Certification Program brings more education and knowledge to creators, enabling them to become professionals and enhance the success of partnerships with brands."

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