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IMTB launches new regulatory advice service

The Influencer Marketing Trade Body (IMTB) has launched REASSURE, a regulatory advice service. Exclusive to IMTB, members can now benefit from one-to-one telephone consultations with Hashtag Ad Consulting, the leading legal and regulatory compliance consultancy.

Areas of law and guidance covered under the REASSURE service include: advertising disclosure rules for creators across platforms and jurisdictions; consumer protection legislation – rules affecting marketing and advertising communications; prize draws, competitions, and promotion requirements, along with their terms and conditions; crypto currencies & crypto assets; protecting the young and vulnerable; and Green Claims Code adherence. 

Scott Guthrie director general, Influencer Marketing Trade Body, said: “2022 is the year of regulatory and legislative scrutiny of the influencer marketing industry. Regulation goes beyond effective disclosure of creator advertising. It reaches into areas including crypto assets and the care influencer marketers must take to ensure they do not mislead consumers or are socially irresponsible in the way bitcoin or NFTs are promoted. Regulatory advice includes briefing marketers against misleading environmental claims. Marketers also have a duty of care to protect the young and the vulnerable. 

“The Influencer Marketing Trade Body is on the front foot when promoting best practices within our growing industry. We have been working with Hashtag Ad Consulting since February trialling the REASSURE service and are delighted to formalise the offering making it a permanent membership benefit”. 

Rupa Shah, founder and managing director of Hashtag Ad Consulting, commented: “I’m thrilled that Hashtag Ad is partnering with the Influencer Marketing Trade Body to provide this valuable service to members. Enquiries during the trial period have covered topics including substantiation for environmental claims on Instagram, commercial music use on YouTube, and exploring the boundaries of taste and decency on TikTok, so the service has already proven beneficial to members launching campaigns across a range of platforms.” 

Launched in October 2021 with six founding members, the IMTB now has twelve member organisations: BEN Group Inc., Good Influence, The Fifth, Fourth Floor, INCA, ITB Worldwide, Ogilvy, SEEN Connects, Tagger, TAKUMI, Whalar and What They Said.