IAB UK introduces creator training scheme

Qualification supports advertising compliance

IAB UK has introduced a Creator Qualification programme designed to support content creators in navigating advertising regulations, improving disclosure standards and building stronger relationships with brands and audiences.

Hosted by creator and broadcaster Riyadh Khalaf, the programme forms part of the EASA AdEthics initiative and has been developed with input from the Advertising Standards Authority (ASA), the UK advertising regulator.

The launch comes as creator marketing continues to grow in importance for advertisers. According to IAB UK Futurescape research, 84 percent of UK brands and agencies expect to increase their work with creators in 2026, reflecting the expanding role of creator partnerships within marketing strategies.

Industry bodies support qualification launch

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

Rob Newman, Director of Public Affairs at ISBA: “In a rapidly growing creator economy, trust and compliance are becoming major differentiators for brands. 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.”

Stephen Woodford, CEO of the Advertising Association: “This proven programme to raise the professional standards in the creator community, especially compliance with the ASA rules, is a very welcome development. 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.”

Recent ASA research highlighted ongoing compliance challenges within influencer marketing, with around 57 percent of influencer ads meeting disclosure requirements. IAB UK said the qualification was developed to help creators better understand advertising standards, disclosure requirements and professional expectations.

Programme focuses on transparency

The 90-minute programme includes modules on advertising regulation, disclosure guidance, platform policies, campaign planning, measurement, contracts, professional standards and career development.

Connie Hawker, TV+ and Creators Lead, IAB UK: “Creator marketing is no longer just about reach, it’s about trust. 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.”

Khalaf, who hosts the programme, shares practical insight based on his experience working with brands and audiences over nearly two decades as a creator.

Qualification aims to strengthen trust

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

IAB UK said creators who complete the qualification will receive certification demonstrating their understanding of advertising rules and responsible campaign delivery.