Influencer / Content Creator Contract (UK)
This Influencer and Content Creator Contract (the “Contract”) is entered into on [Contract Date] between:
[Brand Name], of [Brand Address], [Brand City], [Brand Postcode] (hereinafter referred to as the “Brand”); and
[Influencer Name], of [Influencer Address], [Influencer City], [Influencer Postcode] (hereinafter referred to as the “Influencer”).
The Brand and the Influencer are referred to collectively as the “Parties”.
1. CAMPAIGN AND DELIVERABLES
1.1 The Brand engages the Influencer to create and publish sponsored content in connection with the following campaign: [Campaign Description].
1.2 The Influencer shall create and publish the following content (the “Deliverables”) on the following social media channels: [Social Channels].
1.3 The Deliverables to be created are as follows: [Deliverables].
1.4 The Influencer shall carry out all Deliverables with reasonable care and skill, in accordance with section 49 of the Consumer Rights Act 2015 and section 13 of the Supply of Goods and Services Act 1982.
2. ADVERTISING DISCLOSURE AND LEGAL COMPLIANCE
2.1 The Influencer acknowledges and agrees that all Deliverables produced under this Contract constitute commercial communications and must be clearly identified as advertisements in accordance with the requirements of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) published by the Advertising Standards Authority (ASA), and the Competition and Markets Authority (CMA) guidance on social media endorsements (‘Social media: guidance for influencers and brands’).
2.2 The Influencer shall clearly label all Deliverables as paid advertisements before publication and without the need for the viewer to click or interact to see the disclosure. The disclosure must be upfront, prominent, and unambiguous. Accepted disclosure labels include ‘#ad’ or ‘#advertisement’ placed prominently at the beginning of the caption or description, or the platform's native paid partnership or branded content label (e.g. Instagram’s ‘Paid Partnership’ tag). The use of vague or ambiguous labels such as ‘#gifted’, ‘#spon’, ‘#in collaboration with’, or ‘#thanks to’ alone does not satisfy the legal requirement and shall not be used as the sole disclosure.
2.3 The Influencer acknowledges that failure to disclose a paid commercial relationship may constitute a misleading commercial practice under the Consumer Protection from Unfair Trading Regulations 2008 (CPR 2008), which implements the EU Unfair Commercial Practices Directive into UK law. Such a failure may also constitute a breach of the Business Protection from Misleading Marketing Regulations 2008 (BPR 2008) and the ASA CAP Code. The CMA has enforcement powers under the Enterprise Act 2002 to investigate and take action against individuals and brands that fail to comply with these requirements.
2.4 The Influencer warrants that all Deliverables will be honest, truthful, and based on the Influencer’s genuine experience with the Brand’s products or services. The Influencer shall not make any claim about the Brand’s products that is false, misleading, or not substantiated by evidence.
2.5 The Influencer shall comply with all applicable provisions of the ASA CAP Code, including but not limited to those relating to health and beauty claims, weight loss claims, and financial promotions. Where the Deliverables relate to financial products or services, the Influencer acknowledges that additional requirements apply under the Financial Services and Markets Act 2000 (Financial Promotions) Order 2005 (as amended) and that financial promotions must be approved by an FCA-authorised person.
2.6 The Influencer shall not publish any content that is defamatory, unlawful, discriminatory, or that infringes the intellectual property rights of any third party.
3. CONTENT GUIDELINES AND APPROVAL PROCESS
3.1 The Influencer shall create all Deliverables in accordance with the following content guidelines and brand requirements: [Content Guidelines].
3.2 The Parties have agreed the following process for content approval prior to publication: [Approval Process].
3.3 The Brand’s right to request amendments does not extend to requiring the Influencer to make claims that are false, misleading, or that would require the Influencer to breach their obligations under the ASA CAP Code or the Consumer Protection from Unfair Trading Regulations 2008.
3.4 Once approved, the Influencer shall not materially alter the content before publication.
4. PUBLICATION SCHEDULE AND CONTENT RETENTION
4.1 The Influencer shall publish the Deliverables in accordance with the following publication schedule: [Publication Schedule].
4.2 The Influencer shall retain all Deliverables on the relevant platform(s) for a minimum period of 12 months from the date of publication, unless agreed otherwise in writing.
4.3 The Influencer shall notify the Brand promptly if any Deliverable is removed or made unavailable by the relevant platform.
5. FEE AND PAYMENT
5.1 In consideration of the Influencer’s performance of the obligations set out in this Contract, the Brand shall pay the Influencer a total fee of £[Campaign Fee] (the “Fee”). [Vat Status].
5.2 The Fee shall be paid in accordance with the following terms: [Payment Terms].
5.3 If the Brand fails to make any payment on the due date, the Influencer may charge interest on the overdue amount at the rate of 8% per annum above the Bank of England base rate pursuant to the Late Payment of Commercial Debts (Interest) Act 1998.
5.4 The Brand shall not withhold any payment on the grounds of editorial changes requested by the Brand after the Influencer has published the content in the agreed form.
6. INTELLECTUAL PROPERTY AND USAGE RIGHTS
6.1 The Influencer retains all copyright and other intellectual property rights in the Deliverables as creator and author under the Copyright, Designs and Patents Act 1988 (CDPA 1988). The Influencer’s right to be identified as the author of the Deliverables is hereby asserted in accordance with section 77 of the CDPA 1988.
6.2 The Influencer grants to the Brand the following licence in respect of the Deliverables: [Ip Licence]. This licence is limited to the scope set out above and no rights are granted by implication.
6.3 The Brand shall not modify, edit, or adapt the Deliverables in any way that would misrepresent the Influencer’s views or create a false impression about the Influencer’s endorsement of any product, service, or viewpoint beyond what was expressed in the original content.
6.4 The Brand warrants that all materials, branding, products, and information provided to the Influencer for use in creating the Deliverables do not infringe the intellectual property rights of any third party, and the Brand shall indemnify the Influencer against any claims arising from such infringement.
6.5 The Influencer shall ensure that the Deliverables do not infringe the intellectual property rights of any third party, including by using third-party music without an appropriate licence. Where platform-licensed music is used, the Influencer shall use only music that is licensed for commercial content under the relevant platform’s terms of service.
7. DATA PROTECTION AND AUDIENCE DATA
7.1 Each Party shall comply with all applicable data protection legislation, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, in connection with any personal data processed under or in connection with this Contract.
7.2 The Brand shall not require the Influencer to share personal data about the Influencer’s audience (including email addresses, demographic data, or analytics data) except to the extent that such sharing is permitted by applicable data protection law and the relevant platform’s terms of service. Where any audience data is shared, the Brand shall process that data only for the purposes described in this Contract and shall not use it for any other purpose.
7.3 The Influencer shall not collect, use, or disclose the personal data of their audience in a manner that is inconsistent with the privacy policy published on the relevant platform(s) or that would constitute a breach of applicable data protection law.
8. TERM AND TERMINATION
8.1 This Contract shall remain in force for the following period: [Contract Term].
8.2 Either Party may terminate this Contract with immediate effect by written notice if the other Party commits a material breach that is incapable of remedy, or fails to remedy a remediable breach within 7 days of receiving written notice.
8.3 Either Party may terminate this Contract by written notice if the other Party becomes insolvent, enters administration, or is subject to any analogous insolvency event.
8.4 The Brand may terminate this Contract by 14 days’ written notice if the Influencer is involved in any public scandal, controversy, or conduct that the Brand reasonably determines is likely to bring the Brand into disrepute (“Reputational Event”). In such circumstances, the Brand’s liability shall be limited to payment of the Fee for Deliverables already published prior to the date of termination.
8.5 On termination, the Influencer shall cease all further publication of the Deliverables unless otherwise agreed, and the Brand shall pay all outstanding Fees for Deliverables already published and accepted.
9. GENERAL PROVISIONS
9.1 The Influencer is engaged as an independent contractor and not as an employee of the Brand. Nothing in this Contract shall create or be deemed to create an employment relationship, partnership, or agency between the Parties.
9.2 A person who is not a party to this Contract shall have no right to enforce any of its terms under the Contracts (Rights of Third Parties) Act 1999.
9.3 This Contract constitutes the entire agreement between the Parties relating to the Campaign and supersedes all prior agreements and understandings.
9.4 No amendment or variation of this Contract shall be effective unless made in writing and signed by both Parties.
9.5 Nothing in this Contract shall limit or exclude either Party’s liability for death or personal injury caused by negligence, fraud, or any matter that cannot be excluded under applicable law.
9.6 This Contract and any dispute or claim arising out of or in connection with it shall be governed by and construed in accordance with the laws of England and Wales. The Parties irrevocably submit to the exclusive jurisdiction of the courts of England and Wales.
IN WITNESS WHEREOF, the Parties have executed this Influencer and Content Creator Contract as of the date first written above.
THE BRAND
Company name: [Brand Name]
Address: [Brand Address], [Brand City], [Brand Postcode]
THE INFLUENCER
Full name: [Influencer Name]
Address: [Influencer Address], [Influencer City], [Influencer Postcode]
Brand
________________
Signature
Date: ________________
Influencer
________________
Signature
Date: ________________
What Is a Influencer / Content Creator Contract (UK)?
An Influencer / Content Creator Contract in the United Kingdom sets the services to be provided, the fees, the timetable, and each side's responsibilities for the engagement, with its requirements set by the Designs and Patents Act 1988.
Influencer marketing — the practice of brands partnering with individuals who have significant social media followings to promote products and services — has grown into a multi-billion pound industry in the United Kingdom. Platforms including Instagram, TikTok, YouTube, and X (formerly Twitter) host millions of sponsored posts each year. The legal framework governing this industry has evolved rapidly in recent years, with the Advertising Standards Authority (ASA), the Competition and Markets Authority (CMA), and the Information Commissioner's Office (ICO) all playing significant regulatory roles.
The most important legal obligation facing UK influencers is the requirement to clearly disclose any commercial relationship with a brand when publishing content. This obligation arises from the Consumer Protection from Unfair Trading Regulations 2008 (CPR 2008), which prohibit misleading commercial practices, and is reinforced by the ASA CAP Code (UK Code of Non-broadcast Advertising and Direct and Promotional Marketing) and the CMA's guidance on social media endorsements. Content that is produced or published in exchange for payment, gifted products, services, or any other form of consideration must be clearly and prominently labelled as an advertisement — typically using the label '#ad' or '#advertisement' — before the viewer is required to take any action to see the disclosure.
Intellectual property is another critical area of influencer law. Under the Copyright, Designs and Patents Act 1988 (CDPA 1988), copyright in content created by an influencer vests in the influencer as the creator. Without a written agreement, a brand that commissions content from an influencer acquires no intellectual property rights in that content. An influencer contract must therefore include a carefully drafted intellectual property clause setting out the scope, duration, and permitted uses of any licence granted to the brand.
Data protection is increasingly important in the influencer sector. UK GDPR (the retained version of the EU General Data Protection Regulation) and the Data Protection Act 2018 impose obligations on both brands and influencers in relation to the personal data of followers, including audience analytics data, competition entry data, and tracking data collected through brand-provided links and pixels.
The legal framework governing the Influencer / Content Creator Contract (UK) in United Kingdom draws on several key statutes and regulatory bodies. Under the Companies Act 2006, Companies House maintains the register of UK companies. Section 386 of the Companies Act 2006 sets accounting record obligations. The Competition and Markets Authority (CMA) enforces the Consumer Rights Act 2015. The Financial Conduct Authority (FCA) regulates financial services under the Financial Services and Markets Act 2000. The High Court of Justice has jurisdiction under the Senior Courts Act 1981. Parties executing a Influencer / Content Creator Contract (UK) in United Kingdom should confirm the document reflects current law, including any amendments enacted since the original drafting date. The Companies Act 2006 sets the foundational requirements.
When Do You Need a Influencer / Content Creator Contract (UK)?
A written Influencer and Content Creator Contract should be in place before any sponsored content is created or published. There are several situations in which having a formal written agreement is particularly important.
For any paid campaign, a written contract is essential to set out the deliverables (the specific content to be created and published), the publication schedule, the fee, the payment terms, and the brand's content approval process. Without a written contract, disputes frequently arise about whether all of the agreed content has been published, whether the content met the agreed standard, and whether the full fee is payable.
For campaigns involving exclusivity — where the brand requires the influencer to refrain from working with competing brands during the campaign period — a written contract is essential. Exclusivity obligations significantly restrict the influencer's ability to earn income from other sources and must be clearly defined in terms of scope (what products or sectors are covered), duration, and the additional consideration (if any) paid in exchange for the exclusivity.
For campaigns involving gifted products or experiences (such as sponsored travel or hotel stays), a written contract is important to establish clearly whether the content is required in exchange for the gifted items and what happens if the influencer chooses not to publish content after receiving the gifted items.
For brands, a written contract provides assurance that the influencer will comply with their ASA CAP Code and CMA disclosure obligations and that the brand will not face regulatory action as a result of the influencer's failure to disclose the commercial relationship. It also enables the brand to terminate the relationship and seek damages if the influencer posts content that is damaging to the brand's reputation.
For any campaign involving financial products, health claims, or other regulated content, a written contract is critical for allocating responsibility for confirming that the content complies with applicable regulatory requirements, including FCA financial promotions rules and ASA rules on health and nutrition claims.
What to Include in Your Influencer / Content Creator Contract (UK)
A well-drafted Influencer and Content Creator Contract for use in England and Wales should include several key provisions to protect both the brand and the influencer.
The deliverables clause is the most important element of any influencer contract. It should specify precisely what content the influencer is required to create: the platform(s), the format (post, story, reel, video, blog post), the length or duration, the required content elements (product feature, verbal endorsement, demonstration), the required hashtags, and the publication schedule. Vague deliverables such as 'two Instagram posts' frequently lead to disputes about whether the content met the agreed standard.
The disclosure and regulatory compliance clause must make the influencer's obligations under the ASA CAP Code and CPR 2008 explicit. The contract should specify the exact disclosure language or format required (for example, '#ad' at the beginning of the caption) and should confirm that the influencer, not the brand, bears primary responsibility for confirming that all content is properly disclosed as advertising.
The content approval clause should set out the process by which the influencer submits draft content for the brand's review before publication, the timeframes for review and amendments, and the number of revision rounds included in the fee. The clause should also make clear that the brand's right to request amendments does not extend to requiring the influencer to make false or misleading claims.
The intellectual property clause should confirm that the influencer retains copyright in the content as creator under the CDPA 1988 and should set out precisely the scope of the licence granted to the brand, including the permitted platforms, the duration, and whether the brand is permitted to use the content in paid advertising.
The exclusivity clause (if applicable) should define the product or sector category to which the exclusivity applies, the duration of the exclusivity period, and the consequences of breach.
The data protection clause should address the handling of audience data and confirm that both parties will comply with their obligations under UK GDPR and the Data Protection Act 2018.
Additional compliance elements for a Influencer / Content Creator Contract (UK) used in United Kingdom include: Under the Companies Act 2006, Companies House maintains the register of UK companies. Section 386 of the Companies Act 2006 sets accounting record obligations. The Competition and Markets Authority (CMA) enforces the Consumer Rights Act 2015. The Financial Conduct Authority (FCA) regulates financial services under the Financial Services and Markets Act 2000. The High Court of Justice has jurisdiction under the Senior Courts Act 1981. Forms-legal.com provides this template as a starting point for United Kingdom-compliant documentation.
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Reference this free template in an article, syllabus, or research note:
Forms Legal. (2026). Influencer / Content Creator Contract (UK) (United Kingdom) [Legal document template]. Forms Legal. https://forms-legal.com/uk/business/contracts/influencer-contract-uk
"Influencer / Content Creator Contract (UK) (United Kingdom)." Forms Legal, 2026, https://forms-legal.com/uk/business/contracts/influencer-contract-uk.
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title = {Influencer / Content Creator Contract (UK) (United Kingdom)},
year = {2026},
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note = {Free legal document template. Based on Companies Act 2006}
}Frequently Asked Questions
Yes. Under UK law, influencers are legally required to clearly disclose any commercial relationship with a brand when publishing content on social media. This obligation arises from multiple legal sources. The Consumer Protection from Unfair Trading Regulations 2008 (CPR 2008) prohibit misleading commercial practices, including failing to disclose that content is paid advertising. The Business Protection from Misleading Marketing Regulations 2008 also apply in a business-to-business context. The Advertising Standards Authority (ASA) enforces the CAP Code (UK Code of Non-broadcast Advertising and Direct & Promotional Marketing), which requires that marketing communications are obviously identifiable as such. The Competition and Markets Authority (CMA) published specific guidance on social media endorsements in 2023, confirming that both influencers and brands can face enforcement action for failing to disclose commercial relationships. The required disclosure must be upfront, prominent, and unambiguous — the use of '#ad' or '#advertisement' at the beginning of a caption is the most straightforward approach. Burying a disclosure at the end of a long caption, or using vague labels such as '#gifted', '#collaboration', or '#thanks to', does not satisfy the legal requirement.
Yes. The legal obligation to disclose a commercial relationship applies not only to paid campaigns but also to any content published in exchange for free products, services, discounts, travel, accommodation, experiences, or any other non-cash benefit. Under the ASA CAP Code and CMA guidance, what matters is whether there is a material connection between the influencer and the brand — i.e., whether the influencer has received something of value from the brand in exchange for publishing the content. If a brand sends an influencer a free product with no expectation of content in return, the influencer is not technically required to disclose the relationship as a commercial advertisement, though they are encouraged to do so for transparency. However, if a brand sends products with an expectation (even an informal one) that the influencer will create and publish content about them, that content must be clearly labelled as an advertisement. The CMA has taken enforcement action against influencers who failed to disclose gifted content correctly.
Under the Copyright, Designs and Patents Act 1988 (CDPA 1988), copyright in an original work generally vests in its creator as the first owner. For influencer-created content (including photographs, videos, and written posts), this means that the influencer typically owns the copyright unless the contract expressly assigns ownership to the brand. In the absence of a written agreement, a brand that commissions an influencer to create content acquires no copyright in that content, and the influencer retains the right to use it however they wish (subject to any confidentiality obligations). For this reason, influencer contracts almost always include an intellectual property clause that grants the brand a licence to use the content in specified ways (such as reposting on the brand's own social media, using in paid social advertising, or incorporating into marketing materials). The scope, duration, and territory of this licence should be expressly set out in the contract. An overly broad licence (for example, a perpetual, worldwide licence for all purposes) significantly increases the value of the contract and should attract a higher fee.
Brands commissioning influencer content have a legitimate interest in ensuring that content aligns with their brand guidelines, accurately describes their products, and does not contain misleading or harmful material. However, there are legal limits on the extent to which a brand can dictate the specific words or opinions expressed by an influencer. Under the Consumer Protection from Unfair Trading Regulations 2008, it is an offence for an influencer to make false or misleading claims about a product, even if instructed to do so by a brand. The ASA CAP Code also requires that endorsements reflect the genuine opinions of the influencer and are not manufactured. A brand cannot legally require an influencer to claim results that are not substantiated by evidence or to make health claims that do not comply with applicable regulations. The influencer contract should include a mechanism for the brand to review and approve content before publication, but should make clear that the brand cannot require the influencer to publish false or misleading statements.
Yes. UK GDPR (the retained version of the EU General Data Protection Regulation, as incorporated into UK law by the European Union (Withdrawal) Act 2018 and amended by the Data Protection, Privacy and Electronic Communications (Amendments etc) (EU Exit) Regulations 2019) applies to any processing of personal data of individuals in the UK. For influencer marketing, GDPR is relevant in several contexts. First, where a brand and influencer share personal data (such as audience analytics, email lists, or competition entry data), both parties must comply with their respective obligations as controllers or processors under UK GDPR. Second, where an influencer uses tracking links, pixels, or cookie-based tools provided by the brand, this may trigger obligations under the Privacy and Electronic Communications Regulations 2003 (PECR). Third, where an influencer collects personal data from followers through competitions, sign-up forms, or giveaways, the influencer must confirm they have a lawful basis for processing that data and must provide a compliant privacy notice.
The promotion of financial products and services by influencers is subject to particularly strict regulation in the UK. Under the Financial Services and Markets Act 2000 (FSMA 2000) and the Financial Promotions Order 2005 (as amended), a financial promotion (broadly, any communication that invites or induces a person to engage in financial activity) must be approved by an FCA-authorised person before it is communicated. This means that an influencer who promotes products such as investments, cryptocurrencies, contracts for difference (CFDs), spread bets, insurance, loans, or credit without the approval of an FCA-authorised firm may commit a criminal offence under section 25 of FSMA 2000. The FCA has taken significant enforcement action in this area, particularly against influencers promoting contracts for difference and cryptocurrency investments. An influencer who is offered a paid campaign to promote a financial product should confirm that the relevant financial promotion has been approved by the brand’s FCA-authorised compliance team and should obtain written confirmation of this approval before publishing any content.
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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