Who owns the content created by the influencer?

Copyright belongs primarily to the influencer (creator). The contract should explicitly define the licence for the brand — for what purposes, how long and where it can use the content.

What is exclusivity in an influencer agreement?

Exclusivity prohibits the influencer from working with a direct competitor during an agreed period. It is usually compensated with a higher fee.

What about copyright in content created by the influencer?

The influencer is the author of the content and holds copyright. The contract must explicitly define the licence for the brand — scope, channels, duration and repurposing rights.

What if the influencer fails to publish content at the agreed time?

The contract should include a posting commitment with a specific deadline and a penalty for delay. Also recommended: a right to reject content that does not match the brief and a revision process.

IP & Creative

Influencer agreement

Influencer agreement — collaboration without grey zones

Clear brief, content ownership, GDPR and disclosure rules.

Start free Features

GDPR compliant · EU-hosted

Influencer campaigns without a contract lead to content disputes in 31 % of cases

89 % of brands report better ROI with formalised influencer programmes

Unmarked sponsored collaborations lead to regulatory fines in 18 % of cases

An influencer agreement covers deliverables (number of posts, formats), compensation, content rights, disclosure rules and GDPR. AI tailors it to the platform (Instagram, TikTok, YouTube).

Legal context

Influencer marketing must comply with national advertising law and the EU Unfair Commercial Practices Directive (2005/29/EC). All sponsored content must be clearly labelled (#ad, #sponsored or equivalent).

EU Unfair Commercial Practices Directive 2005/29/EC; Advertising Act 147/2001 — all sponsored content must be labelled

Legal basis & glossary

When to use a Influencer agreement

When commissioning a paid collaboration with an influencer or content creator
When you want to repurpose influencer content in your own channels
For long-term brand ambassadorship
For product placement or product testing

What you get

Number of posts and formats
Content rights and repurposing
Disclosure rules (#ad)
Exclusivity and competition

How it works

From idea to signature

Number of posts and formats

Content rights and repurposing

Disclosure rules (#ad)

FAQ

Frequently asked questions about Influencer agreement

Yes. Advertising law and the EU Unfair Commercial Practices Directive require clear labelling of paid content (#ad, #sponsored or equivalent). Both the influencer and the brand can be fined.