The creator economy has grown faster than the guardrails around it – over 27 million people in the US are now paid to shape consumer decisions, while 86% of US marketers used paid creators in 2024. That’s a $37 billion domestic market – and it’s still expanding.
But trust hasn’t kept pace. Only 5% of consumers fully trust creator content, and 71% say hidden sponsorships leave them feeling misled. The fix isn’t complicated: 71% of consumers say disclosure of brand partnerships increases their trust. Transparency works, and the industry just needs better infrastructure to deliver it consistently.
That’s where the Institute for Responsible Influence comes in – and why we’re proud to be a founding Advisory Council member!
What is the Institute for Responsible Influence?
Launched today by BBB National Programs’ Center for Industry Self-Regulation, the Institute is a US creator certification program built to close the trust gap. It gives creators practical education on FTC Endorsement Guide compliance and responsible content creation, a certification they can earn by completing training and assessments, and ongoing accountability to ensure standards are maintained. Brands get access to a searchable database of certified creators they can trust.
Similar programs have already launched in other markets with real impact.
Why SuperAwesome Is Involved
SuperAwesome works at the intersection of technology, law, and youth marketing. Young people are among the most active consumers of creator content, and among those most affected when transparency fails. That gives us a specific and important perspective to bring to this work.
Our Global Head of Policy and Regulatory Affairs, Katie Goldstein, explains why this moment matters:
“The Institute for Responsible Influence comes at a critical moment for the creator economy. As creators play a growing role in shaping how kids, tweens, and teens see the world, the industry needs clear, shared expectations around responsibility, transparency, and wellbeing. Initiatives like this help set that bar. At SuperAwesome, we’ve long valued and embedded those principles into how we approach youth-focused creator partnerships, and we welcome efforts that bring the wider ecosystem forward.”
Our Legal Counsel, Sophie Hughes, said:
“We prioritise the well-being of both creators and their communities. By supporting this program, we are equipping creators with best practices for youth engagement, meaning we can continue to foster safe, supportive environments where young people can thrive.”
What Comes Next
The Responsible Influence Certification Program has now launched! If you work with creators who reach young audiences – as a brand, an agency, or a creator yourself – this is worth paying attention to. Certification signals a genuine commitment to transparency, and the searchable database of certified creators gives brands a practical tool for making better partnership decisions.
We’ll continue to contribute as the program develops. The internet is better when creators are informed, accountable, and trusted – and we’re glad to be part of building that.
To learn more, visit ResponsibleInfluence.org and to sign up for the Responsible Influence Certification Program, head here.
