Influencer Agreement Template for England and Wales

An Influencer Agreement sets out the legal terms between a brand and a social media influencer who promotes their products or services. This contract spells out what content the influencer must create, payment details, posting schedules, and key requirements like disclosure of sponsored content under UK advertising regulations.

The agreement protects both parties by clearly defining ownership rights, exclusivity terms, and performance metrics. It also ensures compliance with ASA guidelines and UK consumer protection laws, especially around transparent advertising declarations and prohibited claims. Many British brands now use these agreements to manage influencer relationships and maintain control over their marketing campaigns.

Use an Influencer Agreement before starting any social media marketing campaign involving content creators or online personalities. This agreement becomes essential when partnering with influencers to promote products, services, or brand messages across platforms like Instagram, TikTok, or YouTube.

The timing is particularly critical when launching campaigns that must comply with ASA guidelines and UK advertising laws. Put this agreement in place before any content creation begins, especially for high-value partnerships, multi-post campaigns, or when sharing sensitive brand information. It helps prevent misunderstandings about deliverables, payment terms, and content ownership while ensuring proper disclosure of sponsored content.

• Influencer Marketing Contract: Basic agreement for one-off campaigns or short-term collaborations, covering content requirements and payment terms
• Social Influencer Contract: Platform-specific agreement with detailed social media guidelines and performance metrics
• Influencer Management Contract: Comprehensive long-term agreement for ongoing brand partnerships and content creation
• Influencer Talent Agency Contract: Three-way agreement between brand, agency, and influencer, defining roles and commission structures

• Brands and Companies: Marketing teams and legal departments who create campaigns and need to protect their intellectual property and brand reputation
• Social Media Influencers: Content creators who promote products or services, ranging from micro-influencers to major celebrities
• Talent Agencies: Organizations that represent influencers and negotiate agreements on their behalf
• Marketing Agencies: Firms managing influencer campaigns for brands, often drafting and coordinating these agreements
• Legal Advisors: Solicitors who review and customize Influencer Agreements to ensure ASA compliance and protect client interests

• Campaign Details: Gather specifics about content type, posting schedule, platforms, and performance metrics
• Payment Terms: Define compensation structure, payment schedule, and any performance-based bonuses
• Brand Guidelines: Compile brand messaging rules, approved hashtags, and content approval processes
• Legal Requirements: Note ASA compliance needs, disclosure requirements, and exclusivity terms
• Intellectual Property: Clarify content ownership, usage rights, and licensing terms
• Platform Access: Our template generator creates customized Influencer Agreements that include all these elements while ensuring legal compliance

• Party Details: Full legal names, addresses, and business status of brand and influencer
• Services Scope: Detailed description of content deliverables, platforms, and performance metrics
• Payment Terms: Compensation structure, payment schedule, and tax considerations
• Content Rights: IP ownership, usage rights, and licensing terms for created content
• ASA Compliance: Ad disclosure requirements and promotional content guidelines
• Termination Rights: Notice periods, breach remedies, and post-termination obligations
• Governing Law: English law jurisdiction and dispute resolution procedures

An Influencer Agreement differs significantly from an Agency Agreement, though they're often confused. While both involve marketing relationships, their scope and obligations vary considerably.

• Legal Relationship: Influencer Agreements create a direct, project-based relationship for specific content creation, while Agency Agreements establish ongoing authority to act on behalf of the principal
• Scope of Authority: Agency Agreements grant broader powers to negotiate and bind the principal, whereas Influencer Agreements typically limit authority to content creation and posting
• Duration and Commitment: Agency Agreements usually involve long-term relationships with broader responsibilities, while Influencer Agreements often focus on specific campaigns or time periods
• Regulatory Focus: Influencer Agreements emphasize ASA compliance and social media disclosure rules, while Agency Agreements concentrate on fiduciary duties and representation powers