Influencer and creator agreements
We advise businesses, influencers, content creators and agencies on influencer and creator agreements. This includes brand ambassador arrangements, sponsored content campaigns, affiliate promotions and other commercial collaborations.
We also review template and AI-generated influencer agreements. While these can provide a useful starting point, they often need tailoring to deal properly with content ownership, exclusivity, regulatory compliance and commercial risk.
What is an influencer agreement?
An influencer agreement sets out the relationship between a brand and a content creator. It should clearly define what content is to be produced, how it may be used, what the creator will be paid and what happens if either party fails to meet its obligations.
Clear agreements help reduce misunderstandings and protect both parties if a campaign does not proceed as expected.
What should an influencer agreement cover?
The appropriate terms depend on the arrangement, but common issues include:
- scope of the campaign
- content requirements
- approval procedures
- payment terms
- timing and deliverables
- ownership of content
- licensing rights
- exclusivity restrictions
- confidentiality obligations
- termination rights
Who owns the content?
Ownership of photographs, videos and other content is often one of the most important issues in an influencer agreement.
The creator may retain ownership and license the content to the brand, or ownership may be transferred under the agreement. The contract should clearly specify the rights being granted and any restrictions on use.
What are exclusivity clauses?
Brands often want creators to avoid promoting competing products or services during a campaign.
Exclusivity provisions should be carefully drafted so that they are clear, proportionate and commercially realistic.
What about advertising regulation?
Influencer marketing is subject to advertising and consumer protection rules. Agreements should address compliance responsibilities and ensure that both parties understand the relevant requirements.
Clear contractual provisions can help reduce regulatory risk and avoid disputes if concerns arise about sponsored content.
What if the creator or brand wants to end the relationship?
The agreement should set out when and how the arrangement can be terminated. It should also address what happens to existing content, future payments and ongoing obligations after termination.
Are template or AI-generated influencer agreements sufficient?
Not always. Influencer arrangements vary significantly in terms of content rights, campaign structure, regulatory obligations and commercial objectives.
We regularly review and tailor influencer agreements to ensure they properly reflect the intended relationship and allocation of risk.
Frequently asked questions about influencer agreements
Who owns content created by an influencer?
That depends on the agreement. The creator may retain ownership and grant a licence, or ownership may be transferred to the brand.
Do influencer agreements need exclusivity clauses?
Not always. Exclusivity depends on the campaign and commercial objectives of the parties.
Can you review a template or AI-generated influencer agreement?
Yes. We can review and tailor influencer agreements to ensure they reflect the intended commercial arrangement and legal risks.