Page 16 - Kattison Avenue Newsletter - Spring 2026 - Issue 16

A Good Influence

The Better Business Bureau (BBB) has launched a new institute to help digital content creators
comply with Federal Trade Commission (FTC) guidelines and marketing best practices.

By Cynthia Martens

The Institute for Responsible Influence
(IRI), a new project of BBB National
Programs’ Center for Industry
Self-Regulation, has introduced a
certification program for influencers,
encouraging them to increase
consumer trust by drilling down on
disclosure requirements and other
legal fundamentals. The IRI encourages
brands and agencies to use the new
certification “as a vetting tool for
partnerships to ensure they are working
with creators who have been trained in
responsible best practices for influencer
marketing.”
The 90-minute training program, open to (adult- and human-only!) creators at $100 per person, consists of 11 interactive modules that
coach participants on the FTC Endorsement Guides, intellectual property basics and best practices in the advertising industry. After
completing the ungraded modules, participants are asked to take a 25-question final assessment, with a passing score of 80 percent
required for certification. However, creators can retake the assessment as many times as necessary.

Once certification is complete and influencers have signed the IRI’s Best Practices Pledge, they receive email instructions regarding
acceptance of a Responsible Influence Certification seal from Credly.

The IRI is also developing a searchable roster of certified
creators, promising extra visibility as well as access to networking
opportunities, workshops and professional support. “We will assist
by monitoring your content for alignment with the best practices you
agreed to when completing your certification,” the IRI notes. “When
we identify posts that do not align with those best practices, we will
reach out to offer guidance on how to correct or update the content.”

The FTC monitors social media platforms for misleading promotional
posts and fake product reviews as well, issuing warning letters and
reminding recipients of the risk of substantial civil penalties for
noncompliance with federal advertising guidelines.

16 Kattison Avenue | Spring 2026