Global payments and shopping service Klarna has launched an Influencer Council in order to develop a best practice guide for influencers and brands advertising online and to help shape responsible marketing practices for the financial services sector. As part of the Council, Klarna commissioned nationwide research from Censuswide to understand consumer attitudes on money management, and how consumers engage with financial guidance from influencers.

The new Influencer Council will seek to provide input from those with direct experience as to how guidelines can and should be interpreted on a practical basis in order to best serve consumers. The first meeting will take place on 11 March. The Council will be chaired by presenter and social media expert, Christian Howes. Other panel members include retailer PrettyLittleThing; Rupa Shah, Founder & Director of Hashtag Ad Consulting; Clare Seal, Creator of My Frugal Year, founder of The Financial Wellbeing Forum and author.; Joel Gladwin, Head of Policy at Coadec; Kia Commodore, founder of financial literacy platform, Pennies To Pounds; Youtuber and Blogger Amelia Liana; psychotherapist and author Owen O’Kane; Lian Hirst, Founder of PR & Digital agency TRACE Publicity and AJ Coyne, Head of Marketing at Klarna.

In an online statement, Klarna speculated: "The constantly evolving nature and popularity of different online platforms means that existing Advertising Standard Authority (ASA) guidelines are increasingly open to interpretation. As a result, influencers, brands and platforms can unwittingly fall foul of the regulations."