Influencer Integrity Shield

Call For Comments

Open Build - We Want to Hear From You!


Help shape the first validated, multi-stakeholder, and responsive certification framework for influencer ethics.


The Institute for Advertising Ethics (IAE) invites public comment on the forthcoming Influencer Integrity Shield — a multi-stakeholder, validated standard designed to elevate trust, transparency, and accountability across the global creator economy.


This Open Build process allows creators, brands, agencies, platforms, academics, regulators, and consumers to directly shape the principles that will define ethical influencer marketing for years to come.

Current Modules Include


Module 1: Defining Influencer Marketing

Module 2: Effects of Influencer Marketing (Positive and Negative)

Module 3: Current Laws / Regulations

Module 4: Ethical Learnings from Other Disciplines

Module 5: Companies Selecting an Influencer


What We’re Seeking Feedback On


We welcome insights on the following areas:

Modules Above: Please provide any feedback on above modules, or additional modules which may be appropriate. 

Disclosure & Transparency: How to ensure clear, context-appropriate disclosures across platforms and content types

Material Connections & Incentives: Defining and evidencing relationships that may influence content

Audience Protection: Guardrails for minors, health and financial claims, and high-risk categories

Data & AI Use: Labeling synthetic media, managing algorithmic amplification, and AI-assisted content

Verification & Assurance: Practical mechanisms for audits, attestations, and corrective actions

Governance: Roles for creators, brands, agencies, platforms, auditors, and complaint handling

How to Submit a Comment


Option 1: Complete our online submission form
Option 2: Email your feedback to standards@iaethics.org
Subject line: “Comment — Influencer Integrity Shield”

Preferred file type: DOCX
Please include your organization (if applicable) and indicate whether your submission may be publicly cited.

What to Include


  1. Specific concepts you’re commenting on —or proposed new language
  2. Your rationale and supporting evidence (research, case examples)
  3. Implementation impact (cost, feasibility, or unintended effects)
  4. Redlines or model wording (optional but encouraged)