IAB UK has launched a Creator Qualification, an industry-backed training program designed to help content creators understand advertising rules, manage brand partnerships, and meet disclosure requirements.

The 90-minute program, hosted by creator and broadcaster Riyadh Khalaf, forms part of the EASA AdEthics program and was developed with input from the Advertising Standards Authority (ASA) and the Committees of Advertising Practice (CAP). Upon completion, participants receive a qualification from IAB UK, signaling to brands and agencies that they understand advertising standards.

The launch comes as IAB UK Futurescape research shows 84% of UK brands and agencies expect to work with more creators in 2026.

Disclosure Gap Drives Demand

ASA research indicates that only around 57% of influencer ads currently meet disclosure requirements. Separately, 80% of UK adults say they prefer it when influencers are transparent about advertising, and 80% agree that clear labeling is essential to identify ads.

“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.”

Program Structure

The curriculum covers advertising regulation, disclosure best practice, platform policies, campaign planning and measurement, contracts and professional standards, and long-term career development.

“Improving understanding of the rules is an important step in supporting responsible advertising by creators,” said Victoria Bugler, Compliance Operations Manager at CAP. “The training draws on the CAP Code and current guidance to help creators navigate the requirements of the advertising rules with confidence.”

Stephen Woodford, CEO of the Advertising Association, cited comparable European programs as evidence of impact. “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 public trust,” he said.

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