IMTB Secures Full Membership of UK Advertising Rulemaking Body
The Influencer Marketing Trade Body (IMTB) has officially become a full member of the Committee of Advertising Practice (CAP), following a unanimous vote by CAP’s directors.
The move grants IMTB full voting rights and places influencer marketing at the heart of the UK’s advertising self-regulation system. This marks a significant moment for the sector, further embedding its importance within the wider marketing and media landscape.
From Associate to Full Member
IMTB had previously joined CAP as an associate member in March 2023 – the first new member to be appointed in over a decade. While this allowed the trade body to attend meetings and contribute to discussions, it did not permit voting rights.
Following a review by the CAP Executive, which assessed IMTB’s progress and its value to the self-regulatory process, the decision was made to elevate IMTB to full membership. This upgrade confirms the trade body’s influence and credibility within the advertising ecosystem.
What the Appointment Means
CAP Chair James Best CBE commented:
“With the rapidly increasing significance of influencers and creators in the advertising market, it is important that the agencies at the heart of the sector are well-represented on CAP. The IMTB is now able to ensure that, as a full member of UK advertising’s rule-making body. IMTB has been an exemplary associate member of CAP. We welcome its continued responsible and proactive work to promote the high standards of regulation we maintain.”
As a full member, IMTB will now help shape the rules governing non-broadcast advertising in the UK – including digital campaigns, social media content, and influencer marketing. It joins a prestigious group of industry representatives tasked with writing and maintaining the CAP Code.
A Major Step for the Creator Economy
Launched in October 2021, IMTB is a not-for-profit membership organisation representing around 30 leading creator economy businesses. Its members sign up to a code of conduct that promotes responsible, accountable, and transparent behaviour across the influencer marketing industry.
In addition to its seat on CAP, IMTB co-owns the Influencer Marketing Code of Conduct with ISBA, a best-practice framework focused on disclosure, pay parity, representation, and ethical standards.
The appointment as a full CAP member signifies a new level of legitimacy and influence for influencer marketing in the UK – an industry now recognised as an integral part of the advertising landscape.
