In late May, several European creator economy trade associations formed the European Influencer Marketing Alliance (EIMA) to promote responsible practices within the industry. The alliance brought together the Influencer Marketing Trade Body (IMTB) from the UK, Union des Métiers de l’Influence et des Créateurs de Contenus (UMICC) from France, and Bundesverband Influencer Marketing e.V. (BVIM) from Germany.

IMTB’s Director General Scott Guthrie stated that EIMA aims to provide a unified voice for responsible influencer marketing in Europe. According to Performance Marketing World, the sector is currently valued at $24 billion, growing 12.86% year-over-year, and projections show it reaching $200 billion by 2032.

EIMA has joined the European Advertising Standards Alliance (EASA) as an associate industry member. Lucas Boudet, EASA’s Director General, described this move as “absolutely key” due to the increasing prominence of influencer marketing practices.

The alliance is discussing expanding its membership across Europe, focusing on fostering a sustainable, ethical, and profitable future for the industry. Jeanette Okwu, a BVIM board member, called EIMA’s formation a “pivotal moment” for European influencer marketing.

Quentin Bordage, UMICC’s European Affairs Coordinator, noted that EIMA’s creation reflects the industry’s economic strength, maturity, and impact on content creators’ followers. He adds that despite diverse legal contexts, local organizations have pioneered self-regulation and responsible practices.