New Project looks to build trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 09, 2021, 5:14 PM GMT+0

Founded in January 2021, the Influencers Trust Project seeks to ensure transparency of published content and the responsible use of influence.

A 2020 TAKUMI study found one-in-four consumers are more likely to source news updates and opinions from influencers than journalists and established news outlets. According to the Reuters Institute for the Study of Journalism,20% of COVID misinformation comes from celebrities and politicians. But, it takes an oversized percentage of content engagement measured (69%).

To combat this crisis, the Influencers Trust Project – a transparency and trust label – was formed by the EU. Headquartered in Spain, this establishment aims to legitimise and support content creators’ work by building an informed and critical community.

Getting accreditation from this institution would help influencers accurately identify the information source and potentially avoid spreading false content. Currently, it does not charge anything for accreditation.

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