US joins global push to formalise influencer standards with new certification initiative

Content creators in the US will soon be able to signal that they meet clear standards around transparency and advertising disclosure, as a new industry-backed initiative moves to formalise oversight of influencer marketing.

The Institute for Responsible Influence, launched this week by the Center for Industry Self-Regulation, will introduce a voluntary training and accreditation programme aimed at helping creators demonstrate responsible advertising practices.

Backed by major US advertising trade bodies including the American Association of Advertising Agencies, the Association of National Advertisers and the American Advertising Federation, the move reflects growing demand from brands for clearer standards as creator marketing becomes more prevalent.

The programme will provide creators with training on advertising rules, endorsement disclosure and responsible content creation. Those who complete the course will be listed in a public, searchable database and will be subject to ongoing oversight to ensure standards are maintained.

The certification forms part of a wider global trend toward professionalising the creator economy, and comes as data points to weakening consumer trust. Research cited by the Institute shows that while 58% of consumers say they have bought a product after seeing it recommended by a creator, only 5% say they fully trust creator content. Nearly 30% say they actively distrust it.

Transparency appears to be a key issue. According to the same research, 71% of consumers say clear disclosure of brand partnerships increases trust, while 70% say they feel misled or view creators more negatively when sponsorships are hidden.

“With the creator economy outpacing the guardrails needed to keep consumers, creators and brands protected, the Institute for Responsible Influence brings influencers and experts together to raise the bar on transparency and restore trust,” said Eric D. Reicin, president and chief executive of BBB National Programs and the Center for Industry Self-Regulation.

Bob Liodice, chief executive of the Association of National Advertisers, said third-party accreditation could play a larger role in how brands choose partners and could help ensure creators understand their responsibilities under Federal Trade Commission rules.

Similar frameworks are already emerging internationally. In December, India’s Influencer Governing Council launched the country’s first formal creator certification, positioning it as a step toward shared standards around responsible content and ethical best practice. Graduates are designated “IIGC Certified”, a marker intended to give brands greater confidence in a creator’s professional readiness.

That same month, Canada launched the Canadian Influencers & Content Creators Association, which offers recognised certifications in areas such as content strategy and legal practices, framing accreditation as a way for creators to stand out in a crowded market.

Taken together, the initiatives suggest global standards are beginning to form in the creator economy, creating clearer benchmarks for legitimacy while also potentially restricting access to opportunity.

Enrollment for the US certification programme is expected to open in Spring 2026.

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