BBB National Programs Launches Institute for Responsible Influence

Creator marketing shapes culture, commerce and consumer choices. Yet transparency, disclosure and accountability have lagged behind, according to the Better Business Bureau (BBB).

The Institute for Responsible Influence—launched by the Center for Industry Self-Regulation (CISR), the nonprofit foundation of BBB National Programs—will help professionalize the creator economy by equipping creators with clear standards and practical tools that strengthen trust across the ecosystem, it contends. 

Its first major initiative, a US creator certification program, is designed to help creators understand endorsement requirements, disclose partnerships clearly and operate in an increasingly regulated and scrutinized marketplace.

Part of a growing global movement, the Institute will equip creators with the training and resources necessary to support Federal Trade Commission (FTC) Endorsement Guide compliance, responsible content creation and strengthened brand partnerships. Certified creators will signal to brands and consumers their commitment to creating content that meets the highest standards of honesty, accountability and transparency.

“With the creator economy outpacing the guardrails needed to keep consumers, creators, and brands protected, the Institute for Responsible Influence brings influencers and experts together to raise the bar on transparency, and restore trust—ensuring everyone in the digital marketplace has the guidance and protection they deserve,” said Eric D. Reicin, president and CEO of BBB National Programs and of the Center for Industry Self-Regulation.

Creator marketing has become a central force in brand strategy, with 83% of U.S. marketers using paid creators in 2024, driving a domestic market valued at $24 billion and more than 27 million people now paid to shape consumer decisions, according to the BBB.

To support the development of its certification program curriculum, the Institute has convened an Advisory Council comprised of agencies, brands, industry associations and advertising attorneys from BBB National Programs’ National Advertising Division.  

In addition, the International Council for Advertising Self-Regulation (ICAS), a global platform promoting responsible ads and self-regulatory standards, is supporting the launch of the Institute for Responsible Influence and its creator certification program. 

Enrollment of creators and training for certification will be available beginning Spring 2026.