Institute for Responsible Influence: certification push will “raise the bar” for creator economy

A new certification programme designed to standardise transparency in influencer marketing has gone live in the US, as industry bodies look to formalise what has long been an inconsistent part of the creator economy.

The Institute for Responsible Influence said its Responsible Influence Certification Programme will “raise the bar” for creator marketing by giving brands and agencies a clearer way to identify creators who understand advertising rules.

The scheme, first announced earlier this year, is now open for enrolment and centres on a 90-minute training course grounded in FTC endorsement guidance and broader industry standards.

Creators who complete the video-based modules and pass an assessment receive a certification seal, signalling compliance with disclosure requirements and responsible brand partnership practices. They will also be listed in a forthcoming searchable database aimed at simplifying creator discovery for brands.

Participation is voluntary, open to creators aged 18 and above, and priced at $100.

In a statement, Francis Stones, global head of brand safety at TikTok, said the initiative reflects a broader industry push towards greater accountability.

“Creators who complete IRI training give brands confidence that they understand advertising standards, supporting a safer, healthier advertising ecosystem for both brands and consumers,” he said.

The programme is backed by a coalition spanning major advertising bodies, agencies and creator marketing bodies, including Billion Dollar Boy, Linqia and #paid, alongside trade groups such as the American Association of Advertising Agencies and the Interactive Advertising Bureau.

Its launch comes as the creator economy continues to scale commercially, with around 86% of US marketers now working with paid creators in a market valued at $37bn. But trust has lagged behind growth: industry data shows just 5% of consumers fully trust influencer content.

The certification push reflects a wider shift towards formal standards and professionalisation across the sector. The US joins markets including the UK, Canada and India in introducing structured accreditation frameworks aimed at improving transparency and aligning expectations between creators, brands and regulators.