We are pleased to announce that the United Kingdom has joined the AdEthics initiative.

The UK training, launched by IAB UK as the country’s first industry-backed creator qualification, has been developed with input from EASA’s SRO Member Advertising Standards Authority (ASA).

This landmark moment for the UK’s creator economy sets a new standard for professionalism as creator marketing enters a new phase of growth and maturity – with research showing that 84 % of UK brands and agencies expect to work with more creators in 2026, signalling that creator partnerships are rapidly becoming central to the marketing mix. Read the full research here.

With the UK being part of the initiative, AdEthics now brings together 12 countries, further strengthening trust between creators, brands and audiences while promoting responsible advertising practices across Europe.