UK brands care most about following the rules and are ahead of other European countries when it comes to diver

UK brands rank following industry regulations highly and are ahead of other European countries regarding the importance of diversity in campaigns according to Kolsquare’s (in partnership with NewtonX ) in-depth study of the influencer marketing industry in 2024. 76% of UK brands insist on their influencers following industry regulations while half (50%) don’t want to work with influencers associated with controversial products, 36% rank ethics highly and 18% said that diversity was a priority compared to an average of 12% in the rest of Europe. “Ethics and responsibility is a topic close to our hearts at Kolsquare and I was happy to see that the UK is placing extra importance on choosing influencers who not only align with their brand values but communicate in a responsible, considered way to their audiences. There is still work to be done when it comes to diversity. The UK came out top for this with 18% compared to the rest of Europe and I expect to see these figures rise considerably in 2025,’ says Quentin Bordage, CEO and founder of Kolsquare. The inaugural study looks into what matters most for influencer marketers today in the UK, France, Germany, Italy and Spain. This is the first time comparative empirical data about the European Influencer Marketing Landscape has been collected and published. Among the key findings, Germans invest the most in the industry, spending an average of €5.74 a year, compared to £846,661 per annum in the UK. 64% of UK Influencer Marketers report a budget increase over the past 12 months and 50% expect their budgets to grow even further in 2025. The study also reveals parallels indicating a common momentum for this growing industry as well as significant differences between the local markets. The French, for instance, rank influencer events highly (67%), while in the UK marketers are the European champions when it comes to affiliate marketing (53% when 38% is the European average).