[Watch on Demand] Trust at Scale: Building a Responsible Creator Economy in Europe

As creator marketing grows, so do the questions around trust, authenticity, compliance and measurement.

On 16th September, as part of IAB Global Creator Week, IAB Europe brought together experts from across the creator ecosystem for Trust at Scale: Building a Responsible Creator Economy in Europe.

The virtual event explored how the industry can scale creator marketing responsibly, from measuring authenticity more effectively to improving compliance through clearer education and stronger collaboration.

The Trust Dividend: Authenticity as a Performance Driver

In the opening fireside chat, Sonia Green, Global Brand Safety & Responsible Media at TikTok, joined Connie Hawker, TV+ & Creators Lead at IAB UK, to explore why authenticity has real commercial value and why creator effectiveness needs to be measured beyond views and likes.

The discussion also looked at the growing role of AI in creator workflows and the importance of ensuring it supports, rather than replaces, the creator’s own voice and relationship with their audience.

Key highlights:

• Authenticity starts with relevance. Creator-brand fit and a credible connection with the audience matter more than reach alone.
• Measurement needs to go beyond surface-level metrics. Clear KPIs, brand relevance and creator fit should be considered from the outset.
• AI can support efficiency without replacing authenticity. Transparency remains crucial, particularly where AI is used in content creation.
• Scale needs structure without over-controlling creativity. Brands should set clear boundaries and outcomes while leaving room for the creator’s own voice.

The Compliance Gap: Scaling Creator Compliance Through Standardised Education

Moderated by Inés Talavera de la Esperanza, Senior Public Policy Manager at IAB Europe, the second session brought together:

• Elizabeth Hartnett, Head of Creator Marketing, EMEA, YouTube 
• Inés Ollero Candau, Digital Development and Project Manager at EASA
• Jess Morris, Head of Campaigns UK at WPP Media
• Stacey Featherstone, Senior Policy Manager EU Affairs - Consumer Policy at Meta

The panel focused on how the industry can make compliance easier to understand and apply consistently across markets, with one message coming through clearly: the challenge is not necessarily a lack of rules, but a lack of awareness and consistent implementation.

Key highlights:

• Better education is key to better compliance.
• Responsibility sits across the ecosystem, not with creators alone. Brands, agencies, talent partners and platforms all have a role to play.
• Localised, practical guidance matters, particularly for creators working across multiple markets.
• Training can reduce friction, helping creators and brands navigate disclosure, approvals and campaign requirements more confidently.

The Bigger Picture

Across both sessions, the same theme came through clearly: creator marketing needs stronger measurement, clearer education and greater consistency as it grows, but not at the expense of authenticity.

The opportunity is to build more structure around the ecosystem while protecting the individual voices and trusted relationships that make creator marketing valuable in the first place.