Key Takeaways: 

• The Center for Industry Self-Regulation has launched a US creator certification program that sets clear transparency standards for creators and brands.
• Despite creators’ massive reach, many consumers say they don’t trust brand endorsements.
• Industry-backed training aims to build consumer confidence and support compliance with the Federal Trade Commission Endorsement Guide.

Creator marketing, a $24 billion force shaping culture and consumer choices, is highly influential, with 83% of US marketers using paid creators in 2024.

With over 27 million people being paid to influence consumer decisions, it has become central to brand strategy, which increasingly relies on creators to drive awareness and sales. Yet, along with its immense growth and impact, there’s a lack of trust, transparency, and accountability, creating challenges for creators, brands, and consumers alike.

This month, the Center for Industry Self-Regulation, the nonprofit  backed by the BBB National Programs Charitable Foundation, launched the Institute for Responsible Influence to address these challenges. Aimed at bringing consistency and accountability to creator marketing, it will equip creators with both the training and resources necessary to comply with the Federal Trade Commission Endorsement Guides. The Institute helps creators understand endorsement requirements and how to disclose partnerships clearly, fostering responsible content creation and strengthening trusted brand partnerships.

A US creator certification program is their first initiative, supported and informed by agencies, brands, and advertising attorneys.

This launch comes at a time when the marketplace is increasingly scrutinized. As brands turn to creators to reach audiences at a large scale, it's necessary to have clear guidance on how to do it ethically.

“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—ensuring everyone in the digital marketplace has the guidance and protection they deserve,” said Eric D. Reicin, President and CEO of both the BBB National Programs and the Center for Industry Self-Regulation, in a press release.

The Institute for Responsible Influence is actively working to close the gap between creators and consumers. Despite 58% of surveyed consumers making purchases based on creator recommendations, only 5% report they fully trust the content, with 30% saying they actively distrust it. This highlights the disconnect between how influence drives behaviors, but it does not improve consumers’ confidence. Research also shows that 71% of consumers say clear disclosure of brand partnerships increases trust, feeling misled when sponsorships are hidden.

To build that trust, the Institute for Responsible Influence combines education, certification, and mentoring to ensure creators meet industry standards. Participants will learn regulatory agency requirements and advertising best practices while completing interactive training and assessments to demonstrate their understanding.

Beyond education, the program emphasizes accountability. Certified creators will have ongoing oversight, and brands will be able to access a searchable database of certified creators who meet these ethical expectations.

This effort is backed by the advertising industry, with early support from major organizations like the American Association of Advertising Agencies (the 4As), the Association of National Advertisers (ANA), and the American Advertising Federation (AAF). The Institute for Responsible Influence also formed an Advisory Council from BBB National Programs’ National Advertising Division. This program is further aligned with global self-regulatory standards and responsible ad promotion with the support from the International Council for Advertising Self-Regulation (ICAS).

“ICAS is proud to support BBB National Programs, one of our founding members, and its foundation, the Center for Industry Self-Regulation, in launching the Institute for Responsible Influence, an important step in strengthening trust and accountability in the rapidly growing creator economy,” said ICAS President Hilary Souter in a press release. “Education is critical to ensure responsible advertising, and by equipping creators with clear standards and practical guidance, this initiative will help foster greater transparency, protect consumers, and support sustainable, trusted brand-creator partnerships worldwide.”

Creators can enroll in the Institute for Responsible Influence beginning in Spring 2026 and can join the training waitlist now.