{"id":24966,"date":"2026-07-07T10:00:00","date_gmt":"2026-07-07T08:00:00","guid":{"rendered":"https:\/\/mediaforta.com\/blog\/?p=24966"},"modified":"2026-07-07T12:13:43","modified_gmt":"2026-07-07T10:13:43","slug":"why-the-influencer-certificate-is-a-true-game-changer","status":"publish","type":"post","link":"https:\/\/mediaforta.com\/blog\/en\/content-production\/why-the-influencer-certificate-is-a-true-game-changer\/","title":{"rendered":"Why the Influencer Certificate is a true game-changer"},"content":{"rendered":"\n

As part of our whitepaper \u2018The vision of 27 marketers and content creators for 2026\u2019<\/a>, we asked Patrick Marck, Director of FeWeb, for his vision for 2026 and two practical tips he would give to readers. You can read his response below.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Who is Patrick Marck?<\/strong>
Together with a steering committee comprising influencers, creators, agencies, and other key stakeholders in the influencer marketing ecosystem, Patrick established the Influencer Marketing Alliance to serve as the voice of the sector. As Director of FeWeb, Patrick supports over 400 member companies, including digital professionals, agencies, and digital service providers, by advocating for their interests, facilitating knowledge exchange, inspiring the industry, and organising training programmes. Before his work with FeWeb and the Influencer Marketing Alliance, Patrick played a pivotal role in professionalising the direct marketing sector at the Belgian Direct Marketing Association.<\/p>\n\n\n\n

Every content creator and influencer is a media company \u2014 just like DPG or RTL. That\u2019s not an opinion, it\u2019s legislation. The Audiovisual Media Directive sets out the rules, which are translated into the Flemish and Walloon media decrees.<\/p>\n\n\n\n

In Flanders, the Flemish Media Regulator (VRM) interpreted these rules further by introducing the Content Creators Protocol, adding additional obligations. As the supervisory authority, the VRM monitors creators and can issue warnings or even fines. Average Rob, for example, recently received a \u20ac5,000 fine for failing to include a double advertising disclosure in a commercial post. Simply starting a post with \u201cadvertising\u201d is not enough \u2014 the \u201cpaid partnership\u201d box must also be ticked. The equal level playing field with traditional media no longer exists.<\/p>\n\n\n\n

A jumble of rules<\/h2>\n\n\n\n

In practice, this means that every individual creator must know and apply the same rules that the legal departments of major media companies follow. In addition, the Belgian Economic Code and various other national rules apply \u2014 most of which are based on European directives. In other words: the rules differ from country to country, and even from region to region. Searching online for guidance almost always leads to conflicting or inconsistent recommendations.<\/p>\n\n\n\n

On top of that, the advertising sector regulates itself as well. The Advertising Council (Raad voor Reclame \/ Conseil de la Publicit\u00e9) follows the International Chamber of Commerce Code for Advertising, supplemented by topic-specific rules and recommendations. Self-regulation also differs per country.<\/p>\n\n\n\n

The stakes are high<\/h2>\n\n\n\n

This brings us to the independent content creator or influencer who publishes a commercial post online. It\u2019s easy to see why it is nearly impossible for all creators to know and apply every rule. Most rely on the completeness of the client\u2019s briefing and\/or the support of an agency or brand. The stakes are high: brand reputation (and that of the agency and creator), brand safety, future collaborations, and the trust of followers.<\/p>\n\n\n\n

The solution is online<\/h2>\n\n\n\n

The Influencer Certificate provides a solution for all parties \u2014 creators, agencies, brands, and followers. This online learning programme brings together all advertising rules in an accessible, clear and digestible way, which is crucial for such a diverse creator community. An exam with practical examples tests the participant\u2019s knowledge. After achieving a minimum score of 70%, the creator receives their certificate, valid for one year. After a year, a refresher course and an updated exam \u2014 focusing on new rules \u2014 are required.<\/p>\n\n\n\n

The Jury for Fair Advertising Practice (JEP) monitors the accounts of certified influencers and provides concrete guidance. They indicate what can be improved and what must be corrected \u2014 without penalising creators. Brands and agencies commit to working only with certified influencers.<\/p>\n\n\n\n

A first in the advertising sector<\/h2>\n\n\n\n

In this way, we professionalise the influencer marketing sector, safeguard its growth, protect brand safety and the reputation of all parties, and respect the trust of followers. The Influencer Certificate is also the result of close collaboration between all involved professional associations. The Influencer Marketing Alliance (powered by FeWeb) and the Advertising Council initiated the project, together with UBA (brands), ACC (agencies), FeWeb (digital agencies & professionals), BAM (marketers), UMA (media agencies) and JEP (with thanks to Steller Tech for the monitoring tool). Around ten other European countries have since launched their own Influencer Certificate, grouped under the AdEthics programme of EASA (adethics.org).<\/p>\n\n\n\n

The Influencer Certificate is not only a genuine game-changer \u2014 it is also a first in the advertising industry.<\/p>\n\n\n\n

TIP 1: Proove your professionalism: get your Certificate<\/h2>\n\n\n\n

Are you an influencer, content creator, or an (influencer) marketer at a brand or agency? Take the e-learning course at www.influencercertificaat.be<\/a>. You\u2019ll learn the rules \u2014 and how to apply them.<\/p>\n\n\n\n

As an influencer, you\u2019ll receive a Certificate that strengthens trust with your clients, agencies, and followers.<\/p>\n\n\n\n

As a marketer, you\u2019ll receive an attestation that reinforces your company\u2019s advertising compliance.<\/p>\n\n\n\n

On the website, you\u2019ll also find a list of all Certified Influencers.<\/p>\n\n\n\n

TIP 2: Support the Certificate & engage your company<\/h2>\n\n\n\n

Are you a brand or an agency? Commit to working exclusively with Certified Influencers in the future. You\u2019ll protect your reputation while contributing to the professionalisation and long-term sustainability of the sector. At www.influencercertificaat.be\/partners<\/a>, you can make your commitment \u2014 and your logo will be added to the list of partners.<\/p>\n\n\n\n

Would you like to discover the other 26 marketers\u2019 and content creators\u2019 visions for 2026? Download the whitepaper here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

As part of our whitepaper \u2018The vision of 27 marketers and content creators for 2026\u2019, we asked Patrick Marck, Director of FeWeb, for his vision for 2026 and two practical tips he would give to readers. You can read his response below. 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