A group of 23 major brands have created a code of conduct meant to improve the diversity and pay of influencers in the U.K. Spending on influencer marketing has reached €27.5 billion in the U.K., Germany, France, Italy, and Spain, a figure that is only expected to grow in the coming years. But despite its size and impact, influencer marketing is notoriously unregulated. In an effort to bring the sector above board, brands such as L’Oreal, PepsiCo, Coca-Cola and more have signed a code of conduct meant to set parameters for self-regulation, including addressing “unacceptable pay gaps” based on race and gender leading regular audits to assess the diversity of the influencers they work with. YPulse’s WE Celebrities and Influencers report shows that young European consumers find online celebrities the most relatable and trustworthy—and that almost half have been influenced to purchase something by online celebs. (Adweek)
