Influencer Marketing Code of Ethics — a step towards a transparent market: EBA and IAB discussion outcomes

02/ 10/ 2025

On 24 September, the Marketing and Communications Committee of the European Business Association, in partnership with IAB Ukraine, held the event The Impact of Ethics: Influencers, Business, Trust. Speakers discussed how to build transparent and responsible relationships between brands and opinion leaders. The event also featured the presentation of the Influencer Marketing Code of Ethics developed by IAB Ukraine. The event opened with a welcome speech by Natalia Ulynets, founder of Perfect PR agency, Head of the EBA Marketing and Communications Committee, who emphasised the importance of creating a “trust triangle” between businesses, opinion leaders, and agencies. Myroslava Gribova, CEO of Be—it Agency, outlined the main challenges in working with influencers: from misunderstandings about the importance of formalising collaborations and reluctance to label advertising, to failing to coordinate content with clients or handle competitors responsibly. She shared recommendations to improve the situation, including educational campaigns for influencers, brands, and agencies, as well as consolidating market participants around common rules. Agencies and businesses should proactively remind influencers about key legal requirements and adhere to them without compromise. Natalia Boronina, founder of the digital agency VIVID and head of the IAB Influencer Marketing Committee, presented the Influencer Marketing Code of Ethics — a set of recommendations for content created by opinion leaders for social media. She emphasised: “The Influencer Marketing Code protects brands, creators, and audiences, fostering a sustainable ecosystem where honesty is valued over virality, and authenticity over trends.” The Code defines the responsibilities of each party, advertising labelling requirements, and recommendations for brands and influencers. Natalia also shared data on the Ukrainian influencer marketing market: in 2024, its size reached UAH 714 million, marking a 74.9% increase compared to 2023. Growth of 20% is expected in 2025. Olena Andrienko, Chief LegalTech Officer at Publicis Groupe Ukraine and member of the Supervisory Board of the All-Ukrainian Advertising Coalition, spoke about the legal aspects of collaboration between businesses and bloggers. She explained how to differentiate advertising from sponsorship and product placement, the rules for labelling, regulations concerning sensitive product categories, and responsible AI usage. She also shared a checklist of points to consider when contracting with opinion leaders: payment transparency confidentiality conditions compliance with intellectual property rights responsibilities grounds for contract termination, among others Panel Discussion: “How to Promote the Code of Ethics and Engage Influencers in Dialogue” During the discussion, participants agreed that the Influencer Marketing Code of Ethics is a crucial step toward establishing a mature and responsible ecosystem, where businesses, influencers, agencies, and society collaborate based on transparency and trust. Anastasia Baydachenko, CEO of IAB Ukraine, stated that promoting the Code is possible only with ambassadors among the influencers themselves: “For me, the Code of Ethics is a step towards a civilised state and market. This step may not be comfortable for everyone, but it is necessary for the development of Ukraine’s creative sector.” Natalia Boronina added that current plans for promoting the Code include integrating some points into the updated Advertising Law and involving opinion leaders in further refining the Code. Myroslava Gribova highlighted the role of agencies in applying the Code in practice, particularly in preparing briefs and selecting influencers who align with the brand’s values. Oksana Sliusarchuk, Head of Marketing at Philips Ukraine, stressed the importance of training all market participants, including influencers, in ethical collaboration standards. She emphasised the role of business associations and industry bodies, such as IAB Ukraine and EBA, in spreading knowledge and best practices among marketers and communication professionals. Olena Andrienko underlined the need for the influencer marketing market to balance government regulation with self-regulation. Transparency in collaborations between bloggers and businesses should become a universally accepted norm, regardless of the presence or absence of state sanctions. Volodymyr Degtiarov, press officer of the 2nd Corps of the National Guard of Ukraine “Khartia”, drew parallels between civilian and military information campaigns and the involvement of opinion leaders in both. He stressed the critical importance of ethical standards in content creation with influencers as a tool to counter hostile propaganda. Olena Svitlytska, influencer, actress, and host of the “UPGRADE” podcast, concluded the discussion by emphasising that influencers themselves should lead by example in promoting the Code. She added that adherence (or non-adherence) to ethical standards directly impacts an influencer’s reputation in the market. The European Business Association expresses gratitude to IAB Ukraine for co-organising the event, as well as to partners Coca-Cola and Adtelligent for their support. We thank all participants for their active involvement! A recording of the event is available via the link. We look forward to seeing you at future Committee events!

On 24 September, the Marketing and Communications Committee of the European Business Association, in partnership with IAB Ukraine, held the event The Impact of Ethics: Influencers, Business, Trust. Speakers discussed how to build transparent and responsible relationships between brands and opinion leaders. The event also featured the presentation of the Influencer Marketing Code of Ethics developed by IAB Ukraine.

The event opened with a welcome speech by Natalia Ulynets, founder of Perfect PR agency, Head of the EBA Marketing and Communications Committee, who emphasised the importance of creating a “trust triangle” between businesses, opinion leaders, and agencies.

Myroslava Gribova, CEO of Be—it Agency, outlined the main challenges in working with influencers: from misunderstandings about the importance of formalising collaborations and reluctance to label advertising, to failing to coordinate content with clients or handle competitors responsibly. She shared recommendations to improve the situation, including educational campaigns for influencers, brands, and agencies, as well as consolidating market participants around common rules. Agencies and businesses should proactively remind influencers about key legal requirements and adhere to them without compromise.

Natalia Boronina, founder of the digital agency VIVID and head of the IAB Influencer Marketing Committee, presented the Influencer Marketing Code of Ethics — a set of recommendations for content created by opinion leaders for social media. She emphasised:

“The Influencer Marketing Code protects brands, creators, and audiences, fostering a sustainable ecosystem where honesty is valued over virality, and authenticity over trends.”

The Code defines the responsibilities of each party, advertising labelling requirements, and recommendations for brands and influencers.

Natalia also shared data on the Ukrainian influencer marketing market: in 2024, its size reached UAH 714 million, marking a 74.9% increase compared to 2023. Growth of 20% is expected in 2025.

Olena Andrienko, Chief LegalTech Officer at Publicis Groupe Ukraine and member of the Supervisory Board of the All-Ukrainian Advertising Coalition, spoke about the legal aspects of collaboration between businesses and bloggers. She explained how to differentiate advertising from sponsorship and product placement, the rules for labelling, regulations concerning sensitive product categories, and responsible AI usage.

She also shared a checklist of points to consider when contracting with opinion leaders:

payment transparency
confidentiality conditions
compliance with intellectual property rights
responsibilities
grounds for contract termination, among others

Panel Discussion: “How to Promote the Code of Ethics and Engage Influencers in Dialogue”

During the discussion, participants agreed that the Influencer Marketing Code of Ethics is a crucial step toward establishing a mature and responsible ecosystem, where businesses, influencers, agencies, and society collaborate based on transparency and trust.

Anastasia Baydachenko, CEO of IAB Ukraine, stated that promoting the Code is possible only with ambassadors among the influencers themselves:

“For me, the Code of Ethics is a step towards a civilised state and market. This step may not be comfortable for everyone, but it is necessary for the development of Ukraine’s creative sector.”

Natalia Boronina added that current plans for promoting the Code include integrating some points into the updated Advertising Law and involving opinion leaders in further refining the Code.

Myroslava Gribova highlighted the role of agencies in applying the Code in practice, particularly in preparing briefs and selecting influencers who align with the brand’s values.

Oksana Sliusarchuk, Head of Marketing at Philips Ukraine, stressed the importance of training all market participants, including influencers, in ethical collaboration standards. She emphasised the role of business associations and industry bodies, such as IAB Ukraine and EBA, in spreading knowledge and best practices among marketers and communication professionals.

Olena Andrienko underlined the need for the influencer marketing market to balance government regulation with self-regulation. Transparency in collaborations between bloggers and businesses should become a universally accepted norm, regardless of the presence or absence of state sanctions.

Volodymyr Degtiarov, press officer of the 2nd Corps of the National Guard of Ukraine “Khartia”, drew parallels between civilian and military information campaigns and the involvement of opinion leaders in both. He stressed the critical importance of ethical standards in content creation with influencers as a tool to counter hostile propaganda.

Olena Svitlytska, influencer, actress, and host of the “UPGRADE” podcast, concluded the discussion by emphasising that influencers themselves should lead by example in promoting the Code. She added that adherence (or non-adherence) to ethical standards directly impacts an influencer’s reputation in the market.

The European Business Association expresses gratitude to IAB Ukraine for co-organising the event, as well as to partners Coca-Cola and Adtelligent for their support. We thank all participants for their active involvement!

A recording of the event is available via the link.

We look forward to seeing you at future Committee events!