Complete the 90-minute course at your own pace. The qualification includes 9 modules, 3 months of access and assessment, and a downloadable document of completion. Course fee: £50.
What is the Creator Qualification?
Why this exists
Creator marketing is moving fast, and the IAB UK Creator Qualification exists to help creators keep up with it. Developed as part of EASA’s AdEthics programme, the training is designed to give creators a clear, practical understanding of how the advertising industry works and what’s expected of them within it.
As brands invest more into creator partnerships, creators are increasingly treated as professional media partners. That brings opportunity, but also responsibility. This qualification focuses on the fundamentals creators need to navigate that landscape confidently from understanding when content becomes advertising, to disclosing partnerships correctly, and working within platform and regulatory guidelines.
What the qualification is
Grounded in the core principles of responsible advertising, including transparency, honesty, legality and social responsibility, the training is built to support creators in protecting the trust they’ve built with their audiences, while also meeting the expectations of brands, platforms and regulators.
Ultimately, the IAB UK Creator Qualification isn’t about restricting creativity. It’s about giving creators the clarity and confidence to make informed decisions, operate professionally, and build sustainable careers in an increasingly structured and high-growth industry.
Who it’s for
This qualification is designed for creators working with brands. Whether you’re just starting out or already building commercial partnerships.
It’s also relevant for anyone working with creators across agencies, brands and media owners who want a clearer understanding of how creator marketing operates.
About creator marketing
Creator marketing has become a core part of the advertising industry, with 84% of UK brands and agencies planning to work with more creators as budgets shift towards more trusted, audience-first environments. But as the channel scales, expectations are rising just as quickly. Only around 57% of influencer ads currently meet disclosure requirements, while 80% of UK adults say clear labelling is essential to identify advertising. At the same time, trust is becoming the defining factor in creator success, with audiences increasingly relying on creators as credible sources of information and recommendation.
This qualification has been developed in response to this shift, helping creators understand how the industry works, navigate partnerships confidently, and apply clear, consistent standards. Because creator marketing is built on trust: audiences trust your voice, brands trust you to represent them responsibly, and platforms expect content to meet clear rules. The qualification is part of the AdEthics programme, with content developed in partnership with the Advertising Standards Authority (ASA), the UK’s advertising regulator. It supports a more transparent and responsible digital advertising ecosystem helping creators, brands and platforms work to shared standards.
