Discover the new Responsible Influence certificate launched by the Netherlands to promote ethical influencer marketing. With the support of 340 major brands designers certified.

In an ongoing effort to promote more ethical and responsible influencer marketing, the Netherlands is taking the lead in launching a new Responsible Influence certificate for content creators. Becoming the second European country, after France, to adopt such an initiative, the program, referred to as "Certified by", is designed to educate influencers in ethical advertising practices, while aligning with the specific legal framework in the Netherlands. With the support of industry giants such as Nestlé, Unilever, L'Oréal, Heineken, and Coca-Cola, and managed by the Data-Driven Marketing Association in collaboration with key organizations such as Stichting Reclame Code and the Dutch Media Authority, this program represents a significant step towards a more transparent and responsible influencer marketing environment. With over 300 Dutch creators already certified, and free training offered until the end of August 2024, this initiative is part of a wider European movement to establish high standards in advertising practices on the social networks.

European context

The Netherlands: second European country after France to introduce a responsible influence certificate

We're seeing a growing trend in Europe towards the promotion of more ethical and responsible influencer marketing. The Netherlands has distinguished itself as the second European country, after France, to introduce a responsible influence certificate for content creators. This initiative reveals a growing awareness of the impact that influencers can have on their audiences, and the importance of honest and transparent advertising communication.

Growing movement towards ethical and sustainable influencer marketing in Europe

This move towards ethical and sustainable influencer marketing in Europe underlines the importance attached by contemporary societies to corporate social responsibility, including in the field of digital marketing. By developing standards dedicated to responsible influence, Europe is taking the lead in establishing advertising practices that respect consumers and contribute to a healthier online environment.

Comparison with the French initiative and Germany's announcement of a similar program

Compared with the French initiative, which has already seen 1,400 content creators obtain their responsible influence certificate, the Netherlands is also taking a commendable route, with 340 influencers already certified. Germany's recent announcement that it plans to launch its own certification program illustrates a shared desire at European level to frame practices in the influencer industry.

Certified by

Dutch program presentation

The Dutch program, named "Certified by", represents a significant step forward in the quest for responsible influencer marketing. The program aims specifically to equip content creators with the knowledge they need to engage their audience ethically, while adhering to current legal frameworks.

Objectives of the Responsible Influence Certificate

The main objectives of this certificate are multiple: to reinforce the transparency and integrity of advertising messages disseminated by influencers, to guarantee compliance with advertising standards and to protect consumers against deceptive practices.

Certification process for content creators

The certification process includes in-depth training on influencer marketing standards and ongoing monitoring of advertising compliance on social networks. Content creators who aspire to certification must complete this training and demonstrate their commitment to the principles of responsible influence.

Corporate support

Commitment from major companies such as Nestlé, Unilever, L'Oréal, Heineken and Coca-Cola

The support of major companies such as Nestlé, Unilever, L'Oréal, Heineken and Coca-Cola, testifies to the importance and urgency of adopting ethical advertising practices in the world of influence. This commitment also illustrates the crucial role that brands can play in promoting responsible advertising practices.

The importance of corporate support in promoting ethical practices

Corporate support is fundamental because of their considerable influence on marketing trends. By actively supporting responsible influence certification, these companies not only encourage ethical conduct among content creators, but also a more transparent and proud advertising industry.

Impact on brand marketing and advertising

The impact of this support on brand marketing and advertising is significant. Brands that partner with certified Responsible Influence content creators benefit from enhanced reputation and credibility with consumers. This helps build consumer confidence in their products or services.

Legal framework and advertising rules

Information provided by on the legal framework in the Netherlands plays a central role in providing accurate information on the legal framework governing advertising in the Netherlands, particularly as regards collaborations between brands and influencers. The site serves as an important resource for content creators seeking to understand the legal obligations associated with their work.

Specific rules for designers with more than 500,000 followers

Content creators with more than 500,000 followers on platforms such as InstagramYouTube and TikTok are subject to stricter advertising rules. This distinction underlines the need for an approach tailored to the scale of an influencer's potential impact.

Collaborations between brands and influencers: legal aspects to consider

Collaborations between brands and influencers must be carefully designed to comply with advertising regulations. It is essential that both parties understand their respective responsibilities to ensure that any advertising communication is transparent, honest and does not mislead the consumer.

Institutional collaboration

Role of the Data-Driven Marketing Association (DDMA)

The DDMA plays a key role in the Dutch initiative, acting as a bridge between the advertising industry, content creators and regulatory authorities. Its involvement underlines the importance of institutional collaboration in setting ethical standards for influencer marketing.

Collaboration with Stichting Reclame Code (SRC) and the Dutch Media Authority

Collaboration with Stichting Reclame Code (SRC) and the Dutch Media Authority ensures that the certification program complies not only with industry standards, but also with national advertising laws. This cooperation is crucial to maintaining the balance between freedom of expression and advertising responsibility.

The importance of self-regulation in the advertising industry

Self-regulation is vital in the advertising industry, especially in the fast-paced and ever-changing context of social networking and influencer marketing. By adopting a self-regulatory approach, the industry can adapt more quickly to new challenges and maintain high standards of ethics and responsibility.

Training and Certification

Training content for content creators

The training offered to content creators covers a full range of topics, from the legal standards of influencer marketing to practical tips for maintaining transparency and accountability.authenticity advertising communications. It aims to equip influencers with the tools they need to navigate the complex digital marketing landscape responsibly.

Responsible influence certification procedure

To obtain the Responsible Influence Certificate, content creators must successfully complete the training and demonstrate their understanding of and commitment to the principles of ethical influence. This procedure ensures that only influencers truly committed to responsible conduct are recognized.

340 Dutch designers already certified

To date, 340 Dutch designers have achieved certification, demonstrating their commitment to ethical advertising practices. This represents a positive step towards greater transparency and accountability in the Dutch influencer marketing industry.

Financial Conditions

Free training until August 31, 2024

The training is offered free of charge until August 31, 2024, giving more content creators access to the resources and knowledge they need to adopt responsible influence practices without financial constraints.

Cost of certification after the free period

After the free period, certification will cost 50 euros, an investment that reflects the value of commitment to responsible influence and the promotion of ethical advertising practices.

Financial implications for content creators and brands

The financial implications for content creators and brands are moderate, considering the long-term benefits such as an improved relationship of trust with the audience and alignment with social responsibility values.

Impacts and Benefits

Improving ethical advertising practices

The certification program brings a significant improvement in ethical advertising practices among content creators. By adhering to principles of transparency and integrity, influencers can make a positive contribution to the digital ecosystem.

Strengthening consumer confidence in sponsored content

Adopting responsible influencer practices strengthens consumer trust in sponsored content, ensuring that it is clearly identified and truthful. This trust is essential to maintaining a healthy relationship between influencers, brands and audiences.

Competitive advantages for certified designers

Certified designers enjoy competitive advantages, such as a better reputation and greater credibility with brands and consumers. This recognition can open up additional opportunities and increase their influence in their field.

Reviews and challenges

Possible resistance from the content creator community

Although the program has many advantages, some content creators may be reluctant to comply with the new rules and requirements, which are perceived as limiting their creative freedom.

Challenges in applying and complying with advertising rules

Applying and complying with specific advertising rules is a challenge, especially given the diversity and dynamics of social networking platforms. Striking the right balance between regulation and innovation is essential to ensure a healthy influence environment.

Balancing regulation and creativity

Maintaining a balance between regulation and creativity is crucial. It's important that regulations are not so restrictive that they stifle creativity, which is at the heart of influencer marketing.

Additional Resources and Information

Access to training and certification via

For more information on the training and certification process, content creators and interested parties are encouraged to visit This site offers comprehensive resources for navigating the journey to responsible influence.

List of certified content creators

A list of already certified content creators is also available, enabling brands and consumers to recognize those who are committed to ethical and responsible practices in their work.

Information on similar initiatives in other countries

For those wishing to compare or learn about responsible influence certification initiatives in other countries, information and resources are available. This offers a global perspective on international efforts to promote more ethical and sustainable influencer marketing.

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