Social Media Influencer Agreement (Pakistan)
SOCIAL MEDIA INFLUENCER AGREEMENT
Executed under the Contract Act 1872 | PEMRA Ordinance 2002 | Copyright Ordinance 1962 | Income Tax Ordinance 2001
This Social Media Influencer Agreement ("Agreement") is entered into on [Agreement Date] between:
BRAND:
[Brand Name] (Registration/NTN: [Brand Registration]), having its address at [Brand Address], represented by [Brand Representative] (hereinafter "Brand");
INFLUENCER:
[Influencer Name], CNIC No. [Influencer CNIC], NTN: [Influencer NTN], operating the following social media accounts: [Influencer Handles] (hereinafter "Influencer").
1. CAMPAIGN AND DELIVERABLES
1.1 Campaign: The Influencer agrees to create and publish sponsored content for the following campaign: [Campaign Name], during the period from [Campaign Start Date] to [Campaign End Date].
1.2 Deliverables: The Influencer shall create and publish the following content in accordance with the Brand's briefing materials: [Deliverables].
1.3 Content Approval: The Influencer shall submit each piece of content to the Brand for approval at least 48 hours before the scheduled posting date. The Brand shall review and either approve or request revisions within [Approval Period]. The Influencer shall incorporate Brand feedback through a maximum of [Revision Rounds] of revisions without additional charge. Content not rejected within the approval period shall be deemed approved.
1.4 PEMRA Disclosure: On all sponsored content published under this Agreement, the Influencer shall prominently display the following disclosure language: [Disclosure Language] in accordance with PEMRA Social Media Influencers Regulations issued under the PEMRA Ordinance 2002 and the PASC Code of Advertising Practice. Failure to include the required disclosure constitutes a breach entitling the Brand to withhold payment.
2. FEE AND PAYMENT
2.1 Campaign Fee: The Brand shall pay the Influencer a total campaign fee of [Total Fee] (inclusive of all applicable taxes except withholding tax deducted at source), payable as follows: [Payment Schedule].
2.2 Payment Method: All payments shall be made by bank transfer to: [Influencer Bank Details].
2.3 Withholding Tax: The Brand shall deduct withholding tax at the rate of [Withholding Tax Rate] under Section 153 of the Income Tax Ordinance 2001 from payments made to the Influencer and shall issue a withholding tax certificate under Section 165 of the Income Tax Ordinance 2001 within 30 days of each payment.
3. INTELLECTUAL PROPERTY
3.1 Copyright: All content created under this Agreement is an original work under the Copyright Ordinance 1962. The parties agree to the following copyright arrangement: [Copyright Arrangement].
3.2 Portfolio Rights: Notwithstanding the above, the Influencer retains the right to display the content in their personal portfolio and to reference the campaign in their professional profile.
3.3 Exclusivity: The Influencer agrees to the following exclusivity commitment: [Exclusivity Period].
4. CONTENT COMPLIANCE AND CONDUCT
4.1 Legal Compliance: The Influencer warrants that all content created under this Agreement shall comply with the Prevention of Electronic Crimes Act 2016 (PECA 2016), PEMRA regulations, the PASC Code of Advertising Practice, and the community standards of each publishing platform. Content shall not defame any person, infringe any copyright, or contain obscene or unlawful material.
4.2 Indemnity: The Influencer shall indemnify the Brand against all losses, claims, and expenses arising from any breach of Clause 4.1 or from the Influencer's content that violates applicable law.
4.3 Morality Clause: The Brand may terminate this Agreement immediately if the Influencer engages in conduct — whether in sponsored content or personal social media activity — that is illegal under Pakistani law, offensive, defamatory, or otherwise damaging to the Brand's reputation.
5. GENERAL PROVISIONS
5.1 Governing Law: This Agreement is governed by the Contract Act 1872 and the laws of Pakistan.
5.2 Dispute Resolution: Any dispute shall be resolved first through good-faith negotiation. If unresolved within 30 days, disputes shall be submitted to arbitration under the Arbitration Act 1940 at a venue agreed by the parties.
5.3 Entire Agreement: This Agreement constitutes the entire understanding between the parties and supersedes all prior negotiations regarding its subject matter.
Brand Representative (Authorised Signatory)
________________
Signature
Influencer
________________
Signature
What Is a Social Media Influencer Agreement (Pakistan)?
A Social Media Influencer Agreement in Pakistan defines what each party must do under the deal and the consequences of failing to perform.
The Contract Act 1872 governs all contractual relationships in Pakistan, including influencer agreements. Section 2(h) of the Contract Act 1872 defines a contract as an agreement enforceable by law — an influencer agreement satisfies this definition when it meets the requirements of offer, acceptance, consideration, free consent, capacity, and a lawful object under Sections 10 to 25. The influencer's obligation to create and publish content constitutes the performance of the contract, and the brand's obligation to pay the agreed fee constitutes the consideration under Section 2(d) of the Contract Act 1872.
The Pakistan Electronic Media Regulatory Authority (PEMRA), established under the PEMRA Ordinance 2002, regulates electronic media content in Pakistan including digital content broadcasters. PEMRA's 2023 Social Media Influencers Regulations (issued under PEMRA's authority to regulate digital content) impose disclosure requirements on influencers who promote products or services — sponsored content must be clearly labelled as "Advertisement", "Paid Partnership", or "Sponsored" in both English and Urdu where the content is directed at Pakistani audiences. Failure to disclose paid partnerships in social media content constitutes misleading advertising under the PEMRA regulations and may attract regulatory action.
The Pakistan Telecommunication Authority (PTA), established under the Pakistan Telecommunication (Re-organization) Act 1996, has authority to direct the blocking of online content that violates Pakistani law — including content on social media platforms. The Prevention of Electronic Crimes Act 2016 (PECA 2016) criminalises certain categories of online content including content that is obscene, defamatory, or contrary to the glory of Islam under Section 37 of PECA 2016. Influencer agreements must therefore include content compliance obligations requiring the influencer to confirm all sponsored content complies with PECA 2016, PEMRA regulations, and the Pakistan Advertising Standards Council (PASC) Code of Advertising Practice.
The Federal Board of Revenue (FBR) has extended its tax net to digital economy participants including social media influencers. Under the Income Tax Ordinance 2001, fees received by influencers for sponsored content constitute business income taxable under Section 18 of the Ordinance. Influencers with annual income above the taxable threshold must obtain a National Tax Number (NTN) from FBR, file annual income tax returns, and may be subject to withholding tax under Section 153 of the Income Tax Ordinance 2001 when they receive payments from companies. Brands that pay influencers who are registered as sole proprietors or companies must deduct withholding tax at the applicable rate and issue a withholding tax certificate.
The Copyright Ordinance 1962 governs the intellectual property rights in influencer-created content — photographs, videos, scripts, and creative works created by the influencer are original literary and artistic works protected by copyright under Section 14 of the Copyright Ordinance 1962. An Influencer Agreement must clearly specify whether the brand acquires the copyright in the created content, receives a licence to use the content for a defined period and purpose, or whether the influencer retains all rights subject to the brand's right to use the content on its own social media channels during the campaign period.
When Do You Need a Social Media Influencer Agreement (Pakistan)?
A Social Media Influencer Agreement in Pakistan is needed whenever a brand engages an influencer for paid promotional content, and whenever an influencer accepts commercial payment for creating and publishing sponsored content.
A Social Media Influencer Agreement is required when a consumer brand — in fashion, beauty, food and beverage, technology, or lifestyle — engages a Pakistani Instagram or TikTok influencer for a product launch campaign. The agreement specifies the exact deliverables (number of posts, stories, and reels), the platforms, the posting schedule, the content approval process, and the fee payable. Without a written agreement, disputes about deliverables, content revisions, usage rights, and non-payment are common in Pakistan's influencer marketing industry.
A Social Media Influencer Agreement is needed when a company engages a YouTube creator for a sponsored video review of its product or service. The agreement governs the script approval process, the required disclosure language ("this video is sponsored by"), the fee (whether a flat fee, a per-view rate, or a revenue share from YouTube's Partner Programme), and the brand's right to repost the video on its own digital channels.
A Social Media Influencer Agreement is required when a financial services company — bank, fintech, insurance company, or investment platform regulated by SECP or SBP — engages an influencer for financial product promotion. The State Bank of Pakistan (SBP) and SECP have issued guidelines on financial product advertising requiring that advertisements not be misleading and that disclaimers about investment risks be included. Financial influencer agreements must incorporate these regulatory compliance requirements.
A Social Media Influencer Agreement is needed when a brand enters into an exclusivity arrangement with a key influencer — preventing the influencer from creating content for competing brands during the agreement period. Exclusivity provisions must be clearly defined — specifying the competing brands or product categories from which the influencer is excluded and the premium compensation payable for the exclusivity commitment.
A Social Media Influencer Agreement is required when an influencer agency acts as an intermediary between brands and multiple influencers — the agency uses a standard agreement template for all its influencer talent, covering standard payment terms, content approval processes, and the agency's commission structure.
What to Include in Your Social Media Influencer Agreement (Pakistan)
A thorough Social Media Influencer Agreement in Pakistan under the Contract Act 1872 and applicable digital media regulations must contain the following essential elements to protect both the brand and the influencer.
Party Identification: Full legal names of the brand (SECP registration number or NTN for companies; CNIC for individual brand owners) and the influencer (CNIC, NTN if registered, and social media account handles on each relevant platform). The influencer's follower counts, engagement rates, and platform statistics as at the date of agreement should be documented — significant discrepancies can constitute misrepresentation under Section 18 of the Contract Act 1872.
Scope of Work and Deliverables: A precise specification of every piece of content to be created — for each piece: the platform (Instagram, TikTok, YouTube, Facebook), the content format (static post, carousel, story, reel, video, live stream), the minimum duration for video content, the minimum number of hashtags and brand mentions required, the posting date and time window, and any specific messaging or key points that must be included.
Content Approval Process: The procedure for the brand to review and approve content before publication — typically the influencer submits a draft for approval within a specified period before the posting date, the brand has a defined review period (e.g., 48 hours) to approve or request revisions, and the number of revision rounds permitted (typically two) before the brand is deemed to have approved. Unlimited revision rights in favour of the brand without additional payment can create unreasonable obligations on the influencer.
PEMRA and Regulatory Disclosure: A mandatory obligation on the influencer to include a clear and conspicuous paid partnership disclosure on all sponsored content — using the hashtags #ad, #sponsored, or #PaidPartnership and the Urdu equivalent ("اشتہار") where the audience is predominantly Urdu-speaking. This obligation reflects PEMRA's Social Media Influencers Regulations and the PASC Code of Advertising Practice. Failure to disclose is a breach of contract entitling the brand to withhold payment.
Intellectual Property Rights: A clear allocation of copyright ownership in the created content under the Copyright Ordinance 1962 — either a full assignment of copyright from the influencer to the brand (for a premium fee), a time-limited licence (e.g., 12 months) for specified uses (brand's own social media, paid advertising, website), or a licence restricted to the campaign period with all rights reverting to the influencer thereafter. The influencer's right to include the content in their portfolio should be specifically preserved.
Fee and Payment Terms: The agreed fee in Pakistani Rupees (PKR) — whether a flat campaign fee, per-post rate, or performance-based component (e.g., commission per sale tracked through a unique affiliate link). The payment schedule (advance on signing, balance on completion), the method of payment (bank transfer is standard — the influencer's bank account details and IBAN should be stated), and the applicable withholding tax under Section 153 of the Income Tax Ordinance 2001.
Exclusivity and Non-Compete: Any period during which the influencer agrees not to create content for identified competing brands or product categories — with clear definition of what constitutes a competitor. The exclusivity premium (additional fee) should be separately itemised.
FBR Tax Compliance: A clause confirming the influencer's NTN (if registered), the applicable withholding tax rate the brand will deduct under Section 153 of the Income Tax Ordinance 2001, and the brand's obligation to issue a withholding tax certificate (Section 165 of the Income Tax Ordinance 2001) to enable the influencer to claim the withholding as an advance tax credit in their annual return.
Content Compliance: The influencer's warranty that all content will comply with PECA 2016, PEMRA regulations, the PASC Code of Advertising Practice, and the platform's community standards — and that the content will not defame any person, infringe any copyright, or violate any applicable law. An indemnity from the influencer in favour of the brand for losses arising from content compliance breaches.
Forms-legal.com provides this Social Media Influencer Agreement (Pakistan) template for brands and content creators in Pakistan's digital economy. For high-value influencer campaigns, campaigns involving financial products regulated by SECP or SBP, or campaigns with significant IP creation, both parties should obtain legal advice before execution.
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Reference this free template in an article, syllabus, or research note:
Forms Legal. (2026). Social Media Influencer Agreement (Pakistan) (Pakistan) [Legal document template]. Forms Legal. https://forms-legal.com/pakistan/business/contracts/social-media-influencer-agreement-pakistan
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note = {Free legal document template}
}Frequently Asked Questions
Yes. Social media influencers in Pakistan who receive payment, free products, or any other commercial benefit in exchange for promoting a brand or product must disclose the commercial relationship in their content. PEMRA's Social Media Influencers Regulations (issued under the PEMRA Ordinance 2002) require that sponsored content be clearly labelled as an advertisement or paid partnership. The Pakistan Advertising Standards Council (PASC) Code of Advertising Practice similarly requires clear identification of commercial content. The disclosure must be prominent — not buried in a long list of hashtags or placed after a "more" fold — and must be in a language understood by the target audience (English and/or Urdu for Pakistani audiences). Failure to disclose can attract regulatory action by PEMRA, complaints before PASC, and — for financial product promotions — regulatory action by SECP or SBP. From a contract law perspective under the Contract Act 1872, non-disclosure obligations are typically included as express terms of the Influencer Agreement, with non-disclosure being a breach that entitles the brand to withhold payment.
Influencer income in Pakistan is taxable as business income under Section 18 of the Income Tax Ordinance 2001 — it is treated as income from services rendered, regardless of whether the influencer operates as a sole proprietor, a partnership, or a company. Influencers with annual income above the taxable threshold must obtain a National Tax Number (NTN) from FBR, file annual income tax returns, and pay income tax at the applicable rate under the First Schedule to the Income Tax Ordinance 2001. When an influencer receives payment from a company (a body corporate), the company is required to deduct withholding tax under Section 153 of the Income Tax Ordinance 2001 at the rate applicable to payments for services — currently 8% for filers on FBR's Active Taxpayers List (ATL) and a higher rate for non-filers, subject to annual Finance Act changes. The withheld tax is an advance tax credit the influencer can set off against their final tax liability in the annual return. Influencers who also receive income from foreign platforms (YouTube AdSense, TikTok Creator Fund, Instagram monetisation) must declare this foreign income in their annual return under Section 11 of the Income Tax Ordinance 2001 and may receive a credit for foreign taxes paid under applicable Double Taxation Treaties.
Under the Copyright Ordinance 1962, the creator of original content — the influencer who writes, photographs, or produces a video — is the first owner of the copyright in that content under Section 14 of the Ordinance. The copyright belongs to the influencer by default unless it is assigned in writing to the brand. An assignment of copyright must be in writing and signed by the influencer under Section 56 of the Copyright Ordinance 1962 — verbal assignments are not legally effective. In the absence of a written copyright assignment, the brand receives only an implied licence to use the content for the specific campaign purpose for which it was commissioned. The practical implication is that brands who want to repurpose influencer content — in paid advertising campaigns, on their websites, in physical marketing materials, or for a period longer than the campaign — must negotiate and pay for a formal copyright assignment or a broad licence in the Influencer Agreement. Influencers should always negotiate to retain portfolio rights — the right to include the content in their portfolio and to show it to potential future clients — regardless of what copyright rights are assigned to the brand.
Yes — a well-drafted Social Media Influencer Agreement should include a morality or reputational clause (sometimes called a "morals clause") entitling the brand to terminate the agreement if the influencer engages in conduct — whether in the sponsored content or in their personal social media activity — that is: illegal under Pakistani law (including PECA 2016); contrary to PEMRA regulations; offensive, defamatory, or discriminatory; or otherwise damaging to the brand's reputation. The morals clause should be sufficiently specific to be enforceable — vague language is less effective in Pakistani courts applying the Contract Act 1872. Upon termination for cause, the brand should be entitled to recover any advance payment made for undelivered content and to demand that the influencer delete any non-compliant sponsored content already published. The influencer's liability for reputational damage caused by non-compliant content should be addressed in the indemnity provisions of the agreement. Where the influencer's content violates PECA 2016 (for example, by being obscene or defamatory), the PTA may direct platforms to remove the content, and the influencer may face criminal liability — the brand's termination rights in these circumstances should be immediate and unconditional.
Before signing a Social Media Influencer Agreement in Pakistan, an influencer should carefully review several key provisions. First, the deliverables section — ensure the number of posts, formats, platforms, and deadlines are realistic and clearly defined, with no open-ended obligations to create additional content. Second, the revision clause — limit the number of revision rounds (typically two) and ensure the brand cannot demand unlimited changes without additional payment under the Contract Act 1872's principle of consideration. Third, the exclusivity clause — if the agreement restricts the influencer from working with competitor brands, the exclusivity period, scope (which brands are excluded), and the premium compensation for exclusivity must be proportionate. Fourth, the payment terms — confirm the payment schedule, the method of payment, and the consequences if the brand fails to pay; the influencer should have a right to suspend delivery of content if payment is overdue. Fifth, the copyright provisions — avoid full permanent copyright assignments unless the compensation reflects the value of the content IP; time-limited licences are more favourable for the influencer. Sixth, the FBR withholding tax rate — confirm the applicable withholding tax deduction and ensure the brand will issue a withholding tax certificate under Section 165 of the Income Tax Ordinance 2001 promptly after payment.
This template is provided for informational purposes only and does not constitute legal advice. Laws vary by jurisdiction and change over time. Consult a qualified attorney for advice specific to your situation.Full disclaimer
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