Why Influencers and creators Globally Must Step Up – Protecting Our Future in the Industry
The influencer marketing industry is evolving rapidly, but who is shaping its future? Right now, it’s not the influencers themselves. If we don’t step up, the regulations, codes of conduct, and industry standards that impact our work will be controlled by government agencies, talent agencies, and brands—not by the people actually creating the content.
This is why SMACC must be a voice for content creators. We are not just a tool for brands, and we cannot let others dictate our rights, responsibilities, and financial security in this industry.
🚨 The Government’s Plan: Influencers Left Out of the Conversation
A recent UK government response to the DCMS Committee’s report on influencer marketing included the recommendation that a code of conduct be created with relevant industry bodies.
Here’s the issue: Influencers are not considered an ‘industry body.’
📌 The government is discussing influencer marketing rules without influencer representation.
📌 They are consulting brands, agencies, and advertising organizations—not creators.
📌 The proposed ‘best practices’ will be shaped by people who see influencers as a business tool, not as professionals with rights.
The ISBA and IMTB have already created influencer marketing codes of conduct that are built for advertisers, brands, and agencies. These frameworks dictate how influencer marketing should work—but do not involve actual influencers in decision-making.
If we don’t take action now, we will be forced to follow rules created by organizations that do not represent us.
🛑 What Happens If We Do Nothing?
If influencers don’t step up, here’s what we risk:
❌ One-sided contracts – Brands and agencies setting terms that don’t protect our interests.
❌ Unfair pay structures – Standardized rates could be dictated without input from creators.
❌ Lack of creator protections – Issues like intellectual property rights and payment security could be ignored.
❌ Increased industry gatekeeping – Agencies could monopolize influencer-brand relationships, leaving independent creators behind.
❌ A loss of creative control – Industry guidelines could limit how influencers can monetize, post, and work with brands.
We must make our voices heard before decisions are made for us.
🎨 We Must Defend Creative Freedom
Influencers and content creators are more than just a marketing channel for brands. We are artists, educators, entertainers, and storytellers. The content we create is diverse, original, and personal.
📌 We must be allowed to create original, unbridled content—not just what the masses want to see!
📌 We don’t just create cute pet videos. (no disrespect some are great ) If we want to make niche content, we should have that right.
📌 If a creator wants to simply talk on camera, they shouldn’t be devalued compared to those who fit marketing trends.
📌 Our worth should not be dictated by ad agencies or platforms that prioritize mainstream appeal over individuality.
A true creator economy must respect the individual expression of all creators, whether they cater to millions or to a dedicated niche audience. SMACC stands to protect this right.
🗣️ We Need to Be Heard & Respected by Platforms
Social media platforms would not exist without creators. Yet, platforms often:
📌 Change algorithms without consulting those affected.
📌 Demonetize content with little explanation or recourse.
📌 Prioritize advertiser-friendly content over organic creativity.
📌 Fail to offer fair dispute resolution when issues arise.
Creators deserve a seat at the table. Platforms must recognize influencers as stakeholders in the digital economy, not just content providers. SMACC will work to ensure creators are respected, heard, and involved in discussions about policies, algorithm changes, and monetization strategies.
We must demand transparency, fairness, and meaningful dialogue between creators and the platforms that profit from our work.
💡 Why SMACC Is the Answer
Unlike IMTB and ISBA, SMACC is a community built by and for influencers.
✔ We represent creators—not agencies or brands.
✔ We provide a real voice in industry discussions.
✔ We work to protect influencers’ rights and fair pay.
✔ We fight for recognition of influencers as professionals, not just marketing tools.
✔ We are global—not just UK-focused.
Without SMACC, who will advocate for individual creators? The answer is no one.
📢 What Can You Do?
📣 Join SMACC – Be part of a movement that gives influencers real representation.
📣 Raise Awareness – Talk about this issue and educate other creators.
📣 Engage with SMACC – Participate in discussions, share concerns, and help shape the future.
We need to become part of the conversation now, before it’s too late. If we allow agencies and brands to shape the future of influencer marketing without our input, we will lose control of our own careers.
SMACC is here to ensure that does not happen.
[GOVERNMENT RESPONSE TO THE COMMITTEE’S REPORT]
The full government response to the DCMS Committee’s Twelfth Report of Session 2021–22, including its recommendation on a code of conduct for influencer marketing, is included below:
