consumers prefer when
influencers disclose a brand
partnership.

2025 Influencer Trust Index: Consumer Insights | BBB National Programs' National Advertising Division

Social media influencers represent over $30B in global industry. For influencers to be effective, consumers need to trust their content, and brands need to rely on creators to deliver honest, trustworthy messages.

We can help.

The Institute for Responsible Influence works with creators, brands, agencies, and other stakeholders to promote trust, transparency, and responsibility in the creator economy.

Training & Certification

The IRI curriculum is delivered through short, easy-to-follow video modules designed to fit into a creator’s busy schedule. In as short as 90 minutes, creators gain practical guidance on responsible influence and transparent brand partnerships.

After completing the course, passing the short exam, and signing the best practices pledge creators earn the IRI Certified Creator seal—signaling to brands and audiences that they have been trained in responsible, transparent digital influence.

FTC Endorsement Guide Requirements: Learn how to properly disclose partnerships in accordance with Federal Trade Commission guidelines.

Advertising Standards: Understand industry best practices for responsible influence and how to align your content with established advertising standards.

Navigating Creator-Brand Partnerships: Gain practical guidance for managing brand collaborations and staying compliant in a rapidly evolving digital and regulatory landscape.