IAB UK Launches UK's First Industry-Backed Creator Qualification as 84% of Brands Increase Investment in Creator Partnerships

IAB UK today announces the launch of its new Creator Qualification, an industry-backed training programme designed to help content creators navigate advertising rules, build stronger brand partnerships, and protect audience trust. 

Hosted by creator and broadcaster Riyadh Khalaf, the qualification is part of the EASA AdEthics programme, developed with input from the Advertising Standards Authority (ASA), the UK’s advertising regulator.

The launch marks a landmark moment for the UK’s creator economy, setting a new standard for professionalism as creator marketing enters a new phase of growth and maturity. According to IAB UK Futurescape research, 84% of UK brands and agencies expect to work with more creators in 2026, signalling that creator partnerships are no longer experimental but rapidly becoming central to the marketing mix. 

 “Improving understanding of the rules is an important step in supporting responsible advertising by creators,” said Victoria Bugler, Compliance Operations Manager at the Committees of Advertising Practice (CAP), authors of the UK Advertising Codes. “The training draws on the CAP Code and current guidance to help creators navigate the requirements of the advertising rules with confidence.” 
 
“In a rapidly growing creator economy, trust and compliance are becoming major differentiators for brands,” said Rob Newman, Director of Public Affairs at ISBA. “Having an industry-backed qualification gives advertisers greater confidence in who they partner with, helping reduce risk while improving transparency, professionalism and campaign effectiveness across creator marketing.”  

"This proven programme to raise the professional standards in the creator community, especially compliance with the ASA rules, is a very welcome development,” said Stephen Woodford, CEO of the Advertising Association. "We know from our Trust research that a lack of clarity about the commercial relationships between brands and creators can be a source of distrust - and the experience of similar schemes in Europe shows significant improvements in disclosure, which is to the benefit of advertisers, creators and most of all, in building the public trust."

As scale increases, so does scrutiny. Recent ASA research also highlights ongoing challenges around compliance, with only around 57% of influencer ads meeting disclosure requirements, underlining the need for greater clarity and education across the creator ecosystem. Trust will become the most valuable currency in creator marketing, with audiences increasingly relying on creators as credible sources of information across areas such as finance, health and lifestyle. 

Consumer expectations are also clear: 80% of UK adults say they prefer it when influencers are transparent about advertising, and 80% agree that clear labelling is essential to identify ads, reinforcing the importance of consistent disclosure standards. The Creator Qualification has been developed in response to this shift, equipping creators with the knowledge to understand how the advertising industry works, when content becomes advertising, and how to disclose commercial relationships clearly and responsibly. 

“Creator marketing is no longer just about reach, it’s about trust,” said Connie Hawker, TV+ and Creators Lead at IAB UK. “This qualification is a UK first, a groundbreaking step towards giving creators the tools they need to thrive professionally. As creators become central to how brands communicate, there’s a growing need for consistent standards and a shared understanding of how the industry operates.” 

Delivered through a series of modules, the 90-minute programme covers key areas including advertising regulation, disclosure best practice, platform policies, campaign planning and measurement, contracts and professional standards, and long-term career development. 

Khalaf, who brings nearly two decades of experience as a creator, guides participants through the course, offering practical insight into the realities of brand partnerships. 

“Brand partnerships can be a huge opportunity, but they come with responsibility,” said Khalaf. “Understanding the rules and the industry around us helps us protect our audience, build credibility, and create a career that lasts.” 

By improving understanding of advertising standards, including the CAP Code and wider consumer protection rules, the programme aims to support more transparent campaigns, strengthen advertiser confidence, and establish the UK as a global leader in responsible creator marketing.  

Upon completion, creators receive a qualification from IAB UK, signalling to brands and agencies that they understand advertising rules and can deliver campaigns responsibly. 

The IAB UK Creator Qualification is now available to anyone looking to build expertise in the creator economy.