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United Kingdom
United Kingdom
Key definition
Influencer Agreement definition What does Influencer Agreement mean? An Influencer agreement is a contract between a brand (or its agency) and a celebrity or social media content creator for promotional activity as part of a marketing campaign. It is not defined in legislation or case law; it is a descriptive term used across legal practice. Agreements commonly cover activity on platforms such as Instagram, TikTok, YouTube, Twitch, podcasts and blogs, across sectors including food, fashion and health & fitness. Key terms typically address: scope of services and deliverables (posts, stories, videos, livestreams), posting schedules and performance metrics; content approval and brand‑guideline compliance; clear advertising disclosures and consumer‑protection...
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Drafting and negotiating influencer marketing agreements: key clauses, reputational safeguards and ASA/CAP/CMA compliance under UK advertising and consumer law
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Practice notes
This Practice Note chiefly targets brands seeking to engage influencers for specific social marketing campaigns and promotional Advertising. It provides a high-level summary of the clauses commonly included in influencer contracts and flags the main points to weigh up when assessing an Influencer Agreement. For a template, refer to Precedent: Influencer agreement. For fuller guidance on regulating influencer activity and safeguarding them against online harms, see Practice Note: The regulation and protection of influencers.
The influencer landscape is changing at pace and, although many have not ascended to the status of conventional celebrities (such as sports personalities, film actors, musicians or royals), dedicated service and support teams now work for influencers, assisting with branding and commercial dealings. Some may retain PR teams, legal advisers and financial backers, while others may never have seen or evaluated a services contract. Sensible due diligence, coupled with practical judgement, will help the parties determine a suitable negotiating stance for the influencer at hand.
What benefits a brand might get from using an influencer
Influencers are so...
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Web page updated on 21/05/2026
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