What the New Certification Initiative Is
The Institute for Responsible Influence (IRI) – NAD’s Initiative
The National Advertising Division (NAD) — the self-regulatory arm of BBB National Programs that interprets U.S. advertising law — is launching a new certification program for influencers under a body called the Institute for Responsible Influence (IRI), expected in Spring 2026. This initiative responds to a surge in influencer marketing and a parallel rise in noncompliance with disclosure rules and related legal challenges. (Chief Marketer)
Why it’s happening:
- Influencer marketing has ballooned — with ~83% of U.S. marketers using influencers last year. (Chief Marketer)
- NAD has seen a jump in influencer-related cases and FTC disclosure violations. (Chief Marketer)
- Legal challenges now affect high-profile campaigns (e.g., celebrity collaborations with brands where disclosures were inadequate). (Chief Marketer)
The IRI aims to elevate transparency, consumer trust, and accountability through training, education, and formal certification of influencers. (Chief Marketer)
How the Certification Works
Training + Certification Framework
The upcoming program will offer:
- Structured training on advertising law, Federal Trade Commission (FTC) endorsement guidelines, and responsible practices. (Chief Marketer)
- Certification that signals an influencer’s public commitment to transparency, ethical practices, and compliance. (Chief Marketer)
- A standard benchmark for brands to identify creators who understand and apply proper disclosure and marketing standards. (Chief Marketer)
This mirrors similar initiatives in Europe, such as national quality labels and certificates in Belgium and other countries that require influencers to complete training and demonstrate knowledge of advertising regulations. (belganewsagency.eu)
Industry Context: Why This Matters
Consumer Trust Issues
A 2025 survey from NAD shows:
- 58% of consumers made purchases due to an influencer endorsement. (BBB Programs)
- Yet 26% distrust influencer ads — much higher than distrust in traditional advertising (11%). (BBB Programs)
- A key driver of distrust? Lack of clear disclosure about paid relationships. (BBB Programs)
The certification aims to address this trust gap by ensuring influencers know and follow disclosure laws and ethical standards, thereby protecting both consumers and brands. (BBB Programs)
Regulatory and Legal Drivers
Influencer marketing doesn’t exist in a vacuum — many markets are formalizing expectations around responsible advertising:
- European programs (like EASA’s AdEthics) certify influencers/train them on responsible practices. (easa-alliance.org)
- Belgium’s Influencer Certificate signals to brands when an influencer is verified for compliance. (ubabelgium.be)
- The Netherlands and other countries are launching registered certification schemes to promote ethical and transparent content. (kolsquare.com)
This global move toward certification reflects a shared industry priority: professionalize and safeguard influencer marketing as it becomes mainstream. (easa-alliance.org)
Comments and Industry Perspectives
From NAD & Marketing Experts
NAD’s leadership has emphasized:
- A clear need for guidance around influencer disclosures and advertising law interpretation. (JD Supra)
- The certification is part of a broader effort to help influencers and brands navigate ambiguity around best practices. (JD Supra)
Brand and Consumer Takeaways
- Certified influencers signal credibility, which helps brands choose partners who understand ethical standards and legal requirements. (ubabelgium.be)
- Consumers benefit from greater transparency, which can strengthen trust in influencer content and marketing messages overall. (ubabelgium.be)
What This Means for the Influencer Ecosystem
Professionalization of the Industry
Certification programs transform influencer marketing from informal practice to professional discipline — where creators are trained, assessed, and recognized for ethical conduct. (Chief Marketer)
Stronger Brand Safety
Brands increasingly prefer partners who are trained and certified, reducing risk of legal issues and enhancing ROI from influencer campaigns. (ubabelgium.be)
Consumer Trust & Compliance
Clearer disclosures and adherence to standards help:
- Reduce misleading content
- Improve regulatory compliance
- Build long-term trust with audiences
This transition reflects how brands, consumers, and regulators are elevating expectations about influencer accountability.
In Summary
The new NAD-backed certification initiative marks a significant evolution in influencer marketing by:
- Addressing widespread concerns over disclosures and transparency. (Chief Marketer)
- Offering education and formal certification so influencers can demonstrate responsible practices. (Chief Marketer)
- Helping brands select creators with verified understanding of ethical and legal standards. (ubabelgium.be)
- Aligning with global movements toward professionalizing and governing influencer marketing. (easa-alliance.org)
Here’s a **detailed look at how the new NAD (National Advertising Division) influencer certification initiative fits into the evolution of influencer marketing — backed by existing case studies from the broader space and industry commentary on why certification matters for future campaigns.
Why Certification Is Being Proposed
The National Advertising Division (NAD) — part of BBB National Programs — is launching the Institute for Responsible Influence (IRI) with plans to offer influencer training and certification starting in spring 2026. This initiative is a response to widespread noncompliance with disclosure rules and a rising number of legal challenges involving influencer content, including high-profile cases like Lana Del Rey’s posts for SKIMS and Kevin Hart’s promotions of Fabletics. NAD believes the industry needs clear guardrails to protect brands, creators, and consumers. (Chief Marketer)
Key certification goals:
- Educate influencers on FTC disclosure requirements and responsible conduct. (Chief Marketer)
- Signal compliance to brands when evaluating influencer partners. (Chief Marketer)
- Build consumer trust by reducing misleading posts and promoting transparency. (Beauty Matter)
According to the 2025 Influencer Trust Index, 26 % of consumers distrust influencer advertising — a rate higher than for traditional advertising — largely due to undisclosed paid partnerships. (BBB Programs)
Case Studies (Related) — Success in Influencer Marketing Today
While the formal NAD certification program is not yet in place, existing influencer campaigns show how and why professional standards and transparency are critical for successful brand outcomes. These examples provide context for how certification might help elevate future work:
1. Dunkin’ x Charli D’Amelio
- Dunkin’ transformed a social campaign into a named product (“The Charli”), combining influencer reach with product marketing.
- Resulted in a 57 % increase in app downloads and double-digit lifts in key product sales on launch day — outperforming typical engagement benchmarks. (Social Media Tutor)
Commentary: This shows how powerful influencer creativity can be; certification could improve trust and risk management by ensuring creators understand how to align disclosures with high-impact campaigns.
2. Subaru’s “Meet an Owner” Campaign
- Subaru engaged 20 influencers to share owner stories and experiences with the brand.
- The campaign drove millions of views and measurable engagement that correlated with broader brand awareness growth. (Influencer Marketing Hub)
Commentary: When influencers are strategic and authentic, trust and engagement climb. Certification helps ensure that these narratives are also compliant and transparent.
3. Ondecor’s Scaling Strategy
- A smaller brand executed 270+ influencer collaborations, generating 1.3 m+ impressions and dozens of user-generated content pieces. (Influencer Hero)
Commentary: Consistent, data-driven influencer programs like this benefit even more from vetted creators who understand disclosure rules — something certification would support.
4. Award-Winning Campaign Benchmarks
- The Australian Influencer Marketing Council (AiMCO) published 29 award-winning case studies across retail, travel, entertainment, and tech sectors — showcasing creative excellence, strategy, and measurable impact. (Little Black Book)
Commentary: These campaigns often combine clarity of brand alignment with high-trust influencer relationships — the type of quality NAD certification intends to promote globally.
Industry & Expert Commentary
Transparency Is Central
Industry observers emphasize that authenticity and disclosure are crucial for the long-term effectiveness of influencer campaigns. A BeautyMatter analysis highlights that honesty about brand relationships is key to consumer trust, and that improper disclosure can generate negative sentiment toward creators. (Beauty Matter)
Jennifer Santos of the NAD notes that successful marketing isn’t just about legal compliance — it’s also about strengthening the consumer-influencer trust bond that underpins purchase behavior. (Chief Marketer)
Certification Could Shift Brand Strategy
Brands increasingly prefer influencer partners who can demonstrate proficiency in advertising law and ethical standards. A formal certification would help marketers vet and select creators who align with best practices, potentially reducing legal risk while boosting campaign credibility. (Beauty Matter)
Regulatory Realities
Globally, standards are emerging — in Europe and beyond — where codes of conduct, quality labels, and certification frameworks already help govern influencer practices. The NAD is drawing from these trends to ensure the U.S. market evolves with structured, recognized benchmarks. (Beauty Matter)
What Influencer Certification Could Mean in Practice
Here’s how certification may transform influencer marketing once it rolls out:
Greater Accountability and Risk Reduction
Brands partnering with certified influencers will face fewer FTC enforcement risks and litigation over disclosures. (Chief Marketer)
Improved Consumer Trust and Engagement
Certification signals to audiences that creators adhere to ethical standards, potentially increasing trust — a key driver of campaign performance. (BBB Programs)
Professionalization of the Creator Economy
A recognized credential could help influencers differentiate, attract higher-tier partnerships, and command better compensation for compliant, responsible creators. (Chief Marketer)
Better Industry Benchmarks
Standards and training curricula will give marketers clearer expectations about what constitutes high-quality influencer marketing — helping to align metrics like engagement and conversion with transparency. (BBB Programs)
Summary — Certification, Case Studies & Impact
While the NAD’s influencer certification initiative is still being developed for 2026, its intent is to raise professionalism and trust in a rapidly growing influencer sector. By learning from existing successful campaigns (Subaru, Dunkin’, Ondecor, award-winning examples) and listening to industry commentary on transparency and compliance, it’s clear that:
- Influencer marketing works, but is vulnerable to trust issues without clear rules. (BBB Programs)
- Certification could elevate quality, transparency, and accountability for influencers and brands alike. (Chief Marketer)
- Early case studies show how creative strategy + compliance awareness create stronger, more sustainable influencer engagement. (Synthesized from campaign sources.) (Influencer Marketing Hub)