Institute for Responsible Influence

The Institute for Responsible Influence provides creators and influencers with training, certification, and ongoing resources to ensure transparency, promote responsible content creation, and focus on building consumer trust in the creator economy. 
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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. In 2024, 82.7% of U.S. marketers used influencers in their campaigns, contributing to a domestic market valuation of $24 billion. Today, more than 27 million people in the U.S. are being compensated to influence the purchase decisions of consumers.  

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. 

Join the Movement

We are calling on brands, associations, agencies, and creators to be part of a movement that elevates the creator economy. 

  • Lead the way in shaping the future of responsible influence and content creation. 
  • Help develop the training and certification programs that set the standard for responsible creators. 
  • Safeguard reputations by working with Certified Creators—building consumer trust and strengthening the integrity of the entire industry. 

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