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Get Certified
For Brands & Agencies

$37B

domestic market valuation of U.S. marketing campaigns with influencers

IAB, 2025 Creator Economy Ad Spend & Strategy Report (November2025)

Roughly 86% of U.S. marketers work with paid creators, driving a $37 billion market supporting more than 27 million people influencing consumer decisions. As influencer marketing becomes an invaluable part of your brand awareness and marketing sales efforts, noncompliance with FTC disclosure rules threatens brands and erodes consumer trust.

Institute for Responsible Influence Logo

The Institute for Responsible Influence educates creators in responsible content creation, helping brands identify creators they can work with confidently.

Work Directly with Us

Work directly with the Institute to train and certify your roster of creators or identify those who have already been certified. Certified Creators are committed to marketing excellence, helping to improve the effectiveness and consistency of your brand marketing while building consumer trust.

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Monitoring support to help ensure creators adhere to best practices they agreed to upon certification.

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Gain access to a searchable database of certified creators (coming soon!).

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Work with Certified Creators who have access to ongoing training, toolkits and exclusive workshops on what’s trending in ad law.

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Start partnerships with confidence by working with creators trained in regulatory requirements and responsible influence.

Supporters & Advisory Council

4As Logo

"As part of a shared commitment to responsible industry practices, the 4As is supporting BBB National Programs' Center for Industry Self-Regulation in launching the Institute for Responsible Influence."

Justin Thomas-Copeland
 CEO, American Association of Advertising Agencies (4As)

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"In a world where creators influence culture and commerce, transparency isn't optional, it's foundational. The Responsible Influence Certification Program helps creators understand how the FTC enforces truth in advertising, so they can build trust, protect consumers, and build their businesses."

David Cohen
 CEO, Interactive Advertising Bureau (IAB)

ANA Logo

"Vetting and selection of creators are key elements of the influencer marketing process. The Institute for Responsible Influence, incubating within BBB National Programs' Center for Industry Self-Regulation, provides an important third-party certification to help marketers work with the right creators to ensure that those creators fully understand their responsibility for FTC Compliance."

Bob Liodice
 CEO, Association for National Advertisers (ANA)

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"The Influencer economy is a fast-growing component of the marketing/advertising community. As ‘The Unifying Voice for Advertising,’ the American Advertising Federation, and our nationwide grassroots network, is proud to support the Center for Industry Self-Regulation as it creates this new Institute for Responsible Influence (IRI), with the stated goal of encouraging third-party certification and training for influencers, thus enhancing the integrity of these increasingly significant voices and marketing messages."

Steve Pacheco
CEO, American Advertising Federation (AAF)

ICAS Logo

"ICAS is proud to support BBB National Programs' 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. 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."

Hilary Souter
President, International Council for Advertising Self-Regulation (ICAS)

 
 

Collaborate with Us

If you are a brand or agency that wants to get your creators certified or to learn how to become an official partner or sponsor in this effort, complete the form below.

We'll send you information on creating a manager account,
as well as how to bulk upload your creators.