An influencer contract template for brand deals, not brand vibes.
A free influencer contract template for UK creators working with brands and agencies. It covers deliverables and posting dates, approval rounds, how posts are labelled as ads, the fee and payment terms, usage rights, exclusivity and cancellation. Copy it, fill in the square brackets, and get it signed before the product ships.
The influencer contract template
Nine clauses. Short enough that the brand actually reads it, clear enough that nobody can claim they did not.
Brand collaboration agreement
BRAND COLLABORATION AGREEMENT 1. The parties This agreement is between [your name or business] ("the Creator") and [brand or agency] ("the Brand"), dated [date]. 2. Deliverables The Creator will produce and publish: • [1 Instagram Reel, 30 to 60 seconds, posted between [date] and [date]] • [3 Instagram Stories with link sticker] • [1 TikTok video] The Brand will send [product or brief] by [date]. 3. Approval The Creator will share drafts by [date]. The fee includes [1] round of changes. A round is one consolidated list of changes sent in writing within [2] working days. The Creator keeps creative control of tone and voice. 4. Ad disclosure Every post will be clearly labelled as advertising, using "Ad" or "#ad" at the start of the caption or on screen, so it is clear before anyone engages with it. 5. Fee and payment The fee is £[0,000] [plus VAT, if registered], invoiced on [signing / publication]. Invoices are payable within [30] days. 6. Usage rights The Creator owns the content. The Brand may reshare the posts on its own organic channels for [12 months]. Use in paid advertising, whitelisting or on other channels needs a separate licence: [none included / paid ads on [platforms] for [90] days in [UK], for £[000]]. 7. Exclusivity [None.] or [The Creator will not post sponsored content for [named competitors] for [30] days after the last post.] 8. Cancellation If the Brand cancels after signing, it pays [50]% of the fee. If the Brand cancels after the Creator has delivered drafts, it pays the full fee. 9. Signatures Signed for the Creator: ____________ Date: ______ Signed for the Brand: ____________ Date: ______
These templates are a practical starting point, not legal or tax advice. If a job is large or unusual, have a solicitor or accountant check the wording.
The clauses that protect you most
Ad disclosure. The CMA says to use a label that clearly identifies the content as an ad, such as “Ad” or “#ad”, in a clear, upfront position, and that terms like #gifted, #collab, #spon and “in association with” are not clear enough. Gifts, discounts, loans, commissions and affiliate links all count as incentives (CMA: being transparent with your followers). Putting it in the contract means the brand cannot ask you to hide it.
Usage rights. Posting on your channel and letting the brand run your face in paid ads are different products with different prices. UK law makes you the first owner of copyright unless you agree otherwise in writing (GOV.UK: ownership of copyright works), so license the use for a set time, platform and territory rather than signing it away.
Approval rounds. One round, in writing, within a set number of days. Otherwise the brief turns into a group chat.
Exclusivity. If a brand wants you to avoid its competitors, that is worth money. Name the competitors and the dates.
Cancellation. Campaigns get pulled. A kill fee means a pulled campaign still pays for the work you planned around.
Signed, tracked and invoiced
Veyra sends this as a contract the brand signs online, then keeps it on the same project as the drafts, the usage rights and the invoice. The content creator CRM logs each licence with an expiry date, so the renewal never slips past. Next: the content creator invoice template.
Questions people ask
What should an influencer contract include in the UK?
Who the parties are, the exact deliverables and posting dates, how approval works, how posts will be labelled as ads, the fee and payment terms, usage rights for the brand, any exclusivity, and what happens if either side cancels.
How should I label sponsored posts in the UK?
Use a clear label such as “Ad” or “#ad” upfront, so people know it is advertising before they engage with it. The CMA says terms like #gifted, #collab, #spon or just naming the brand are not clear enough.
Do gifted products count as an ad?
They can. The CMA says any form of incentive counts, including money, commissions, discounts, loans and gifts of products, even when there is no obligation to post.
Who owns the content I make for a brand?
You do, unless you agree otherwise in writing. UK law makes the creator the first owner of copyright, so most creators keep ownership and license the brand to use the content for an agreed time and purpose.