Ad Watchers: What makes an influencer trustworthy?
July 9, 2026
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.
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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.
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Related Resources
Institute for Responsible Influence / Responsible Influence Certification Program
Ad Watchers: Influencer Marketing Consumer Insights: What can lead to distrust?
FTC Endorsement Guides
Institute for Responsible Influence / Responsible Influence Certification Program
Ad Watchers: Influencer Marketing Consumer Insights: What can lead to distrust?
FTC Endorsement Guides
Ad Watchers: Influencer Trust Index
Influencer Trust Index (Report)
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Enjoyed this episode? Get caught up on past seasons of the Ad Watchers and subscribe to never miss an episode.