What makes an influencer trustworthy?

Influencer marketing is now a major part of the advertising landscape, but questions around disclosures, sponsored content, material connections, and misleading claims continue to create challenges for brands, agencies, creators, and consumers. In this episode of Ad Watchers, our hosts speak with Jennifer Santos about the Institute for Responsible Influence, an initiative designed to help creators and brands better understand responsible advertising practices. The conversation covers IRI’s certification program, FTC endorsement requirements, disclosure best practices, creator education, monitoring, accountability, and the growing global conversation around influencer self-regulation. The episode highlights a key takeaway for advertisers and creators: responsible influence is not just about compliance. It is also about transparency, credibility, and building consumer trust in influencer marketing. Related Resources: Institute for Responsible Influence / Responsible Influence Certification Program Influencer Marketing Consumer Insights: What can lead to distrust? National Advertising Division FTC Endorsement Guides Influencer Trust Index Enjoyed this episode? Get caught up on past seasons of Ad Watchers and subscribe to never miss an episode. Chapters: 00:00 – Welcome and episode introduction Introduces Ad Watchers and frames the episode around influencer advertising, material connection disclosures, and NAD’s ongoing interest in influencer marketing. 01:57 – Introducing the Institute for Responsible Influence Explains the Center for Industry Self-Regulation’s Institute for Responsible Influence and its goal of promoting transparency and consumer confidence in advertising. 03:08 – Why IRI was created Covers how IRI grew out of concerns around misinformation, undisclosed sponsorships, misleading claims, and lack of awareness around advertising standards and FTC guidance. 04:14 – Responsible Influence Certification Program Introduces the 90-minute certification program designed to educate creators on responsible advertising practices. 06:08 – How creators, brands, agencies, and consumers benefit Explains how the program helps creators understand rules, helps brands identify responsible partners, and gives consumers more transparent and truthful content. 08:01 – Certification process and requirements Breaks down the training modules, assessment, annual renewal, best practices pledge, and certification seal. 10:00 – Early response and global momentum Discusses positive response from the creator ecosystem and how responsible influence certification is becoming part of a broader global conversation. 12:16 – Beauty, health, and wellness influencer marketing Looks at industries that have been especially receptive to IRI, including beauty and health and wellness, where trust and influencer engagement are especially important. 14:58 – Monitoring and accountability for certified creators Explains how IRI monitors certified creators’ public content and provides guidance when potential issues arise. 18:24 – Common education gaps for influencers and brands Covers major areas where more education is needed, including material connections, disclosure requirements, intellectual property, and shared responsibility between brands and creators. 22:39 – Ongoing obligations for certified creators Explains that certification is not a one-time exercise; creators must continue applying responsible influence principles in future content and brand partnerships. 23:50 – Building consumer awareness of the certification seal Discusses the long-term goal of helping consumers recognize the certification seal as a signal of responsible advertising practices. 26:48 – The future of influencer self-regulation Looks ahead to the creator council, certified creator database, vertical-specific trainings, and broader collaboration across the creator economy. 31:14 – Final takeaway: consumer trust and responsible influence Recaps the importance of training, clear rules of the road, material connection disclosures, and building consumer trust through responsible influencer marketing. The post What makes an influencer trustworthy? appeared first on BBB National Programs.