16 September saw the launch of an all-party parliamentary group (APPG) dedicated to representing the creator industry. Supported by Labour MP Feryal Clark, it also has leading YouTubers such as Brandon B backing it. It comes on the heels of an Oxford Economics-led impact report on the creator economy which assessed that YouTube’s creative ecosystem contributed over £2.2 billion to the UK’s GDP in 2024 and supported more than 45,000 full-time equivalent jobs.
The government has repeatedly signalled that it is pro-creator. In July, it hosted 90 influencers at Downing Street including Dr Azmain Chowdhury, Mr Money Jar, Dr Emeka, Jade Beason and Alexandra Wren. During the NATO summit in June, TikTok creator Max Klymenko interviewed Sir Keir Starmer. The same month, Alexander Dragonetti – the former diplomat who reached the final of this year’s The Traitors – filmed a number of videos explaining the government crackdown on those aiding illegal immigration for Instagram and TikTok.
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The Oxford Economics impact report was conceived in collaboration with YouTube; the social media platform also collated a creator consultation, with feedback from over 10,000 influencers. The focus of the APPG is to advocate for the industry in Parliament and push for policy updates.
Its goals include improving access to funding, smoothing the path to business growth, and helping creators gain the same legitimacy and protections afforded to more traditional industries. For example, Clark, who is co-chairing the new group, alongside Lord Ed Vaizey, says: “There’s no classification code for digital creators at HMRC. It hampers their ability to grow their businesses, or even live normal lives. They can’t get mortgages because their sector isn’t recognised.”
Both Clark and Vaizey are former digital ministers. Brandon B appeared on BBC Radio 4’s Today programme and told the presenters: “We’re now at a scale where it feels like we really do need that government stamp of approval and a voice in Parliament to help us get through.” Brandon B shared the difficulties with filming permits and other such legal obstacles that hampered content creation and growth.
Forecasting the future
The wider impact of this legitimacy shift will benefit brands who have laid strong influencer roots. Creators will be considered as mainstream communicators rather than silo’d into the digital bucket, and brands that have already established a relevant influencer network will not be scrambling to catch up.
The APPG also lends authority to content creators, and their ability to build businesses. It might lead to clearer standards around transparency, advertising, and political neutrality, as well as more structured career pathways. Creators could have direct input on legislation affecting online platforms, digital copyright, AI, and monetisation.
It’s plausible that they may lobby for tax relief or benefits similar to those available in traditional creative industries. Conversely this could also lead to greater scrutiny; conversations around misinformation and the transparency of paid partnerships will likely intensify, and the ASA may subsequently push harder for clearer labelling of sponsored or political content. The professionalisation and politicisation of the industry continues apace.
By Emilie McMeekan, insights director for CORQ.
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