UBA calls on brands to work with certified influencers
The Influencer Certificate is now an essential tool to strengthen your collaboration with influencers and increase trust in brands.
"By participating in the Influencer Marketing Certificate, UBA reaffirms its commitment to strengthening trust in brands. As the representative of brands in Belgium, UBA calls on its members and all brands to work with certified influencers and to encourage their partners to do the same. This initiative aims to ensure greater transparency and trust between brands, influencers and consumers" says Mira De Maeyer, President of UBA.
Which brands work with certified influencers?
Influencer certification is being launched today in Belgium, and some brands, including L’Oréal, Coca-Cola, Unilever and Alken-Maes, have already confirmed that they will work with certified influencers in the Belgian market. All Belgian brands are therefore invited to promote, from today, the use of this certification.
France and the Netherlands already introduced such a system, and many brands now work exclusively with certified influencers in their country. In France, certified influencers have shown an increase in compliance with legislation, moving from 32% in 2020 to 85% in 2024 (the system was introduced in 2020). In the Netherlands, compliance rose from 25% to 60% after creators completed the training (launched in 2024).
Why work with certified influencers?
This certificate will demonstrate influencers’ knowledge of best practices, legal rules and self-regulation governing their activity and will therefore ensure, with full transparency, mastery of best practices.
By working with certified influencers, you ensure greater credibility for your campaigns and help strengthen consumer trust in your brands and in the wider marketing and communications ecosystem.
UBA also encourages brands to follow the programme content on the platform in order to gain a better understanding of the issues and rules.
Actively support the initiative
You can show your active support for influencer certification by taking part in an influencer marketing campaign with marketing leads and content creators. All information to join this campaign is available via this link.
For any questions, please contact Grégory Marchandise, gregory@ubabelgium.be.
