A dedicated All-Party Parliamentary Group (APPG) has been launched to represent UK creators as research shows that content creators contributed £2.2 billion to the UK economy in 2024 and supported 45,000 jobs, according to an Oxford Economics impact report.

As Marketing Week reports, the APPG, co-chaired by Feryal Clark MP, the current Minister for AI and Digital Government, and Lord Ed Vaizey, a former Digital Minister, aims to “champion” creators’ social and economic contribution and deepen policymakers’ understanding of the creator economy. Clark describes creators as “trailblazers of a new creative revolution” who have been “undervalued in Westminster for too long.”

Industry Challenges Identified

The forum, run by the Digital Creator Association and Influencer Marketing Trade Body, plans to bring creators, platforms, and creative industry representatives together for “regular dialogue” on challenges including skills, training, funding, filming infrastructure, and industry representation.

Many content creators face difficulties securing business loans, accessing studio space, and navigating filming permit requirements. Brandon B (Brandon Baum), a creator with 16 million YouTube subscribers, highlights the challenges of obtaining UK filming permits due to “clunky systems.”

Scott Guthrie, Director General of the Influencer Marketing Trade Body, says creators are “no longer just content producers,” but bridge the gap between brands and global audiences, export British culture, and generate substantial commercial value.

Growing Political Recognition

The APPG follows YouTube’s inaugural Creator Consultation, released earlier this year, based on insights from 10,000 creators. The consultation found that more than half (56%) of UK creators don’t feel they have a voice in shaping government policies that impact their work.

The research also revealed 80% of watch time on content produced by UK-based YouTube channels comes from outside the UK, positioning creators as major cultural exporters.

Chris Curtis MP, APPG Officer and Chair of the Labour Growth Group, states the creator growth story is “integral to the growth of the nation.” The new forum aims to “remove the barriers holding creators back and unlock their full potential as drivers of economic prosperity.”

The UK government shows growing receptiveness to the creator sector, hosting its first influencer reception in July, where UK Prime Minister Keir Starmer invited 90 influencers to 10 Downing Street.

Alongside the APPG, YouTube partnered with the National Film & TV School to launch a ‘Creator Incubator’ program to develop technical skills for emerging creators.

Increasing Brand Investment

Influencer marketing is gaining prominence among brands. Kantar’s “2025 Media Reactions Report” finds nearly two-thirds (61%) of marketers plan to increase their spend on influencer content next year, while over half (53%) intend to increase spending on social commerce ads.

In May, 15 new brand signatories joined the influencer marketing code of conduct, including HSBC, Sainsbury’s, and Giffgaff, bringing the total number of brand supporters to 39, a 77% increase in a month.

Alison Lomax, Managing Director for YouTube UK and Ireland, emphasizes the important role creators play in “exporting UK culture around the world,” warning that without targeted support, the UK risks “undermining a key source of future growth and revenue for this country’s £115bn creative industries.”