Global Brands Back Responsible Influencer Marketing

Marketing execs from major competing bev/al producers attendinga meeting hosted by International Alliance for Responside Drinking, the World Federation of Advertisers and Deloitte Digital agreed on the imporance of embedding responsible influencer marketing practices the promote transparency and credibility.

Brad Feinberg, Vice President, Media and Marketing Operations at Molson Coors, said:

“Brands need to embed responsibility throughout brand marketing processes. From conception to delivery, across all channels, responsibility can strengthen brand reputation and reinforce positive social norms.”

“Working with creators offers brands the chance to expand their audience, but we all need to work together to ensure that creativity is balanced with authenticity and that responsibility remains central, said Sarah Sorrenson, Global Media Director at Diageo. For us, responsibility is not an add-on. It underpins everything we do.”

"Influencers and creators are now an important part of the advertising ecosystem and clear principles of transparency, responsibility and accountability are essential to protect consumer trust." Andrea Malfatti, Director Public Affairs, Global Food Policy at Ferrero, said. "At Ferrero, this means working with partners in a way that supports authentic communication while helping consumers make conscious and informed choices.”

Upasana Roy, Global Creative & Marketing Capabilities Director at Reckitt, warned:

“Marketing compliance is directly linked to brand authenticity and consumer trust – not just for brands, but also for influencers. Rigorous compliance checks – which adapt to technological and market changes – are a key part of influencer marketing. However, responsibility needs to be viewed as an enabler of trust, rather than an inhibitor of creativity.”