Compliance becomes a marker of professionalism in the UK creator economy

Influencer marketing has come a long way from its early reality-TV era. The sector is entering a more mature phase, shaped by clearer rules, firmer accountability, and rising expectations around transparency.

New research from Kolsquare’s latest report, Influencer and Social Media Regulations in Europe: What Brands and Creators Need to Know in 2025–26, suggests the UK is playing a leading role in this shift.

The study finds that the UK is closely mirroring Europe’s move toward higher standards, stronger consumer protection, and a shared commitment to responsible influence. As regulation strengthens across the continent, UK brands and creators are increasingly recognising that compliance is not just a legal requirement, but a marker of professionalism.

Quentin Bordage, CEO of Kolsquare and member of the European Influencer Marketing Alliance (EIMA), notes:

“Compliance is no longer a box-ticking exercise. It’s the hallmark of a serious, trustworthy creator or brand. This shift represents a critical step toward a more sustainable, transparent, and professional influencer economy.”

What is driving this regulatory shift?

A combination of legislative updates, platform accountability, and heightened public expectations is reshaping how influence works across the UK and Europe. Key drivers include:

• More assertive action from the Advertising Standards Authority and the Competition and Markets Authority on hidden advertising and misleading claims.
• The Online Safety Act (UK) and the Digital Services Act (EU), which increase platform responsibility for advertising transparency, particularly around minors.
• New EU rules on environmental claims that require robust proof for sustainability-related messaging.
• The rise of AI and increased misinformation, prompting renewed focus on education and media literacy.
• The Transparency and Targeting of Political Advertising regulation, which introduces stricter rules for political and issue-based messaging.
• The forthcoming Digital Fairness Act, set to harmonise standards even further across Europe in 2025.

Together, these developments are moving the industry towards clearer expectations and more consistent oversight.

A higher bar for professionalism

Kolsquare’s research points to significant growth in certification, training, and ethical frameworks across Europe. In the UK, the Influencer Marketing Trade Body (IMTB) is helping formalise best practice through initiatives aligned with the European AdEthics framework, a global programme focused on influencer education, transparency, and responsible content creation.

Transparency is now considered non-negotiable. Every paid, gifted, or incentivised collaboration must be clearly labelled, and accountability is shared equally by brands, agencies, and creators. For UK marketers, this reinforces the need for proactive education, strong contractual clarity, and transparent monitoring of influencer output.

Scott Guthrie, Director General of the IMTB, says:

“Creators who understand and apply the rules are not just compliant, they’re more credible, more trusted, and ultimately more commercially valuable.”

Influencer marketing grows up

Influencer marketing is increasingly operating under the same principles that underpin broader digital advertising. The UK’s tougher stance on misleading claims, sustainability messaging, and child protection aligns closely with EU developments like the Digital Services Act and the upcoming Digital Fairness Act.

What emerges is a clearer message for the industry: responsible influence is now the baseline, not the ambition. Brands and creators that treat compliance as a strategic advantage rather than an administrative task will be better positioned to build trust, maintain credibility, and thrive in a more regulated landscape.

Download the full regulation guide here.