IAB UK launches creator qualification

The UK’s Interactive Advertising Bureau (IAB) has launched what it calls the country’s first industry-backed creator qualification, as advertisers push for greater transparency and professionalism across influencer marketing.

The training programme seeks to help creators better understand advertising disclosure rules and how the wider industry operates, particularly as they are increasingly treated as professional media partners by advertisers.

Creators who complete the qualification will receive an industry-recognised certification, intended to signal responsible advertising practices to brands and agencies.

Hosted by creator and broadcaster Riyadh Khalaf, the 90-minute programme covers areas including platform policies, campaign planning, contracts, disclosure requirements and long-term creator career development. 

It was developed with input from the Advertising Standards Authority (ASA) as part of the European Advertising Standards Alliance’s AdEthics initiative.

The programme comes as creator marketing becomes increasingly central to advertising budgets. According to IAB UK research, 84% of UK brands and agencies expect to work with more creators in 2026.

At the same time, scrutiny around advertising transparency has intensified. Recent ASA research found only around 57% of influencer ads currently meet disclosure requirements, while 80% of UK adults said clear labelling is important when identifying advertising content.

“Creator marketing is no longer just about reach, it’s about trust,” said Connie Hawker, TV+ and Creators Lead at IAB UK. “As creators become central to how brands communicate, there’s a growing need for consistent standards and a shared understanding of how the industry operates.”

The launch reflects a broader push toward formal standards and accreditation across the creator economy. Earlier this year, the US-based Institute for Responsible Influence launched its own certification programme focused on advertising disclosure and responsible brand partnerships.