Institute for Responsible Influence
Building Consumer Trust
In the age of digital marketing, creators have become powerful newsmakers and promoters of products and services. However, a growing concern is the rise of inadequate disclosure practices. While 58% of consumers made purchases because of influencer endorsements, only 5% trust influencer content completely and almost 30% do not trust influencers at all.
Drivers of trust are clear: 71% of consumers said transparency about brand associations increases their trust, and 70% said they feel deceived or negative toward an influencer when a brand partnership is not disclosed. This data signifies a need for reform to elevate trust in an ever-expanding creator marketplace.
Reducing Brand Risk
Influencer marketing has become an indispensable tool for consumer brands. Roughly 86% of U.S. marketers work with paid creators, driving a $37 billion market and supporting more than 27 million people influencing consumer decisions.
As influencer marketing expands, widespread noncompliance with FTC disclosure rules threatens brand and influencer reputations and undermines consumer trust. At the same time, a rise in consumer class actions over deceptive or undisclosed promotions is increasing legal and financial risk.
Our Solution
The Institute for Responsible Influence is part of a global movement to build trust in the creator community by providing:
- TRAINING & CERTIFICATION: Creators and influencers learn practical, real-world applications of the FTC Endorsement Guides and other industry standards and best practices to earn a visible certification that demonstrates their knowledge and commitment.
- ACCOUNTABILITY: Certified Creators are periodically reviewed for compliance with Institute standards to maintain their certification.
- TOOLS & SUPPORT: Creators receive ongoing educational resources to strengthen brand credibility and consumer trust.
Supporters and Advisory Council
