thecreatorunion

ALT Alt text for all four images reads: Creator Union Statement on DCMS Report: Influencer Culture: Lights, camera, inaction? Statement from The Creator Union 9th May 2022 The Creator Union welcomes the recommendations from the DCMS Influencer Culture Inquiry. Broadly speaking the five recommendations will contribute towards positive change for the industry if they are backed up with the necessary support. Establishing best practices for advertisers and agencies who work with influencers and tightening ASA and CMA guidelines can only have an impact if there are consequences for non-compliance for all parties. Ensuring that children in this industry are protected is long overdue and we hope that local authorities have the capacity and training to properly implement this plan. We’re pleased that the government has taken notice that the influencer industry is on the rise with no indication of slowing down any time soon. Establishing an industry review so that legislators will be (continues

ALT familiar with how influencers work and the challenges they face is a necessary move. As reports have shown the marketplace will be worth 13.6bn. The Creator Union’s goal is to ensure that content creators are being paid and paid fairly. The social media platforms we use daily rely on content creators (not just working influencers but artists and talented creators) to attract and engage the users of their apps. They make huge amounts of money from the attention creators grab for them and, with the exception of YouTube, they do not share this revenue in a way that allows people to create without having other commercial activity on their platforms. We have to ensure the people working hard to create educational, joyful and inspiring content are being paid for the work that they do to make this a sustainable career. Ultimately, we look forward to seeing these recommendations enacted and greater support for content creators and influencers, as professionals, emerge.