CAP appoints Influencer Marketing Trade Body as member

The first new member in over a decade as influencers represent an increasingly significant part of advertising and complaints to the ASA.

The Influencer Marketing Trade Body (IMTB) has been appointed a member of the Committee of Advertising Practice (CAP), becoming the first new member in over a decade

Scott Guthrie, Director General of the IMTB said: “Joining CAP is a significant milestone both for the IMTB and for influencer marketing as a whole. IMTB will now provide direct representation of the influencer marketing sector to the committee.” 

Responsible for writing the rules on advertising in the UK, CAP is the sister organisation of the Advertising Standards Authority (ASA) – the UK’s independent advertising regulator that administers the CAP Code to maintain integrity and legality of ads. 

CAP’s Director, Shahriar Coupal, said: "Influencers increasingly represent a significant part of the advertising ecosystem and ensuring they understand how and when the ad rules apply to them is a focus of the ASA’s work. 

“Complaints about influencer posts constitute almost a quarter of online cases brought to the ASA each year. CAP is committed to encouraging and securing responsible influencer marketing which is increasingly aligned with the regulatory system."

Additionally, the CAP Executive provides the advertising industry with guidance on complying with the Code.

Guthrie concluded: “Better regulation and enforcement of that regulation leads to better trust, relevance, responsibility and effectiveness for IMTB members and the industry as a whole. Together we aim to encourage greater professionalism and alignment with the regulatory system.”