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Issue #109 | Your reading time this week is just under 5 mins.

Ads by top brands banned as greenwashing. Trade bodies promote influencer marketing code in JV. Positive environments drive impact for brands at every stage of the purchase funnel finds Pinterest research. MrBeast breaks own record. And creator marketers get ready for Cannes.

Greenwashing ban: ASA bans misleading ads from top brands

The UK’s ad regulator, the Advertising Standards Authority (ASA), has ruled against ads from Shell, Repsol and Petronas on the grounds that they made misleading environmental claims.

These rulings provide all brands and their agencies with a stark reminder about making environmental claims. This topic isn’t going anywhere. Expect to see more rulings from the ASA against greenwashing. Expect, too, to see the Competitions and Markets Authority (CMA) launch more investigations in this area.

Brand safety

• Here’s a reminder of the Advertising Guidance on misleading environmental claims and social responsibility

• The CMA has produced the Green Claims Code checklist

• A couple of years ago I interviewed on my Influencer Marketing Lab podcast Cecilia Parker Aranha, Director of Consumer Protection at the CMA. We took a closer at sustainability, and how influencer marketers can avoid the charge of greenwashing by following the CMA's Green Claims Code.

Influence is King

Pinterest: Positivity drives action

Pinterest has published research on the power of positivity and how consciously creating a positive online environment benefits Pinners, creators, brands and advertisers alike.

Positive environments drive impact for brands at every stage of the purchase funnel according to the research. Survey respondents said when they're in a positive space:

• 56% of US adults agree they're more likely to remember brands they encounter online

• 59% feel positive about brands they encounter online

• 56% trust brands they see in a positive space

• 54% ultimately make a purchase from a brand

The survey, conducted with Morning Consult, found that 78% of weekly Pinners feel positive after interacting with Pinterest.

ISBA and IMTB promote influencer marketing code of conduct as joint venture

The Incorporated Society of British Advertisers (ISBA) and the Influencer Marketing Trade Body (IMTB) have agreed to co-own the Influencer Marketing Code of Conduct.

The Code, first launched in September 2021 and updated in May 2022, was supported by both Parliament and the Government during the recent Influencer Culture Inquiry.

The Code aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.

Influencer marketing continues to be a key growth priority for the advertising industry. Just a few weeks ago the size-of-market forecast for influencer marketing was revised upwards to top $21 billion this year. This is a significant uptick on the $17.4 billion valuation Statista forecast last August and its $15 billion forecast for 2023 in March last year.

Maintaining that growth rate depends on building evermore professionalism within the sector. Professionalism starts with accountability. Signing up to this code demonstrates that commitment to accountability.

There’s more information in the announcements made by ISBA and by IMTB. The Media Leader has published a good write-up, too. Here’s the updated Influencer Marketing Code of Conduct.

DECLARATION: I am the director general of the IMTB.