Brand Ambassador Contract Template (Malta)

Updated on 22 August 2026

A brand ambassador contract sets up an ongoing relationship, not a single sponsored post: a term, a posting rhythm, a category the ambassador will not promote against, a fee and product allowance, and a defined licence over the content and the ambassador's image. The parts businesses leave out are always the same — exclusivity, appearances, the right to use the ambassador's face, and the right to end it if their public conduct becomes a problem.

Malta's legal setting changes the drafting in ways an English or American template does not anticipate. Malta is a mixed jurisdiction with a Civil Code at its base, so terms are read against codified rules of obligations rather than only against case law. It is also an EU member state, so the EU consumer and advertising framework applies, GDPR governs the ambassador's images and audience data directly, and EU trade marks protect Malta alongside the national register. Both Maltese and English are official languages, and contracts in commercial practice are commonly in English — but the jurisdiction clause should name the courts of Malta.

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Brand Ambassador Contract

This Contract is made on between (registration number , VAT number ) of (the “Brand”) and (identification number ) of (the “Ambassador”). The Brand appoints the Ambassador to represent it publicly on the terms below. This Contract is drawn up in .

1. Appointment and Term

The Ambassador is appointed as a brand ambassador for for months from and may describe themselves as such during the term but not afterwards. Renewal: . Channels and handles covered: .

2. Deliverables

In each month of the term the Ambassador shall publish at least feed posts and stories or equivalent short-form items featuring the Brand on the covered channels. Content shall be the Ambassador's own work and shall reflect their own voice.

OptionalAppearancesRequire a number of events or livestreams each year.

The Ambassador shall attend events or livestreamed appearances a year at the Brand's reasonable request on at least 14 days' notice, with pre-approved expenses reimbursed up to per appearance.

3. Advertising Disclosure

Every item of content published under this Contract shall clearly identify its commercial intent. The agreed label is , shown at the start of the caption or as a legible on-screen label, before any truncation, and in addition to (never instead of) any platform paid-partnership tool. A brand tag, or a hashtag such as #collab or #ambassador, is not sufficient on its own.

The parties acknowledge that failing to identify the commercial intent of a communication is capable of being a misleading commercial practice under the consumer legislation applicable in Malta, and that the Brand as well as the Ambassador may be exposed. If the Brand notifies the Ambassador that content lacks a compliant label, the Ambassador shall add one or remove the content within 24 hours.

4. Claims and Substantiation

The Ambassador shall only make claims about the Brand's products that the Brand has supplied in writing and confirmed it can substantiate.
The Ambassador shall only state or imply personal use of a product they have actually used.
The Brand shall not require the Ambassador to publish a claim it cannot substantiate, and shall indemnify the Ambassador for claims arising from copy the Brand supplied.
Neither party shall publish content that is misleading about price, availability, results or the commercial relationship.

OptionalCategory exclusivityStop the ambassador promoting competing products during the term.

5. Exclusivity

During the term the Ambassador shall not promote, endorse or accept payment or product from any business whose principal products compete within: . Exclusivity is limited to that category and to , is defined narrowly in recognition of the size of the local market, and does not restrict the Ambassador's ordinary editorial content or work outside the category.

6. Fees and VAT

Monthly fee:
VAT:
Ambassador VAT number:
Payment terms:: days from a proper invoice

The fee is payable monthly in arrears against invoice. The Brand shall pay undisputed invoices within the stated period and raise any dispute within seven days of receipt. The Ambassador is responsible for their own income tax and social security contributions and for any VAT properly chargeable.

OptionalPerformance bonusAdd a bonus tied to tracked sales or agreed metrics.

OptionalProduct allowanceSupply product each quarter up to a stated value.

The Brand shall supply product with a retail value of up to each quarter for the Ambassador's own use and content. The Ambassador shall not resell it. Product supplied free of charge creates a commercial relationship and shall be disclosed on the same terms as paid content.

7. Copyright

The Ambassador retains copyright in all content created under this Contract and grants the Brand a non-exclusive, royalty-free licence to reproduce, communicate and display it on the Brand's own organic channels for months from first publication in , with credit. Any other use requires the Ambassador's written agreement.

OptionalBrand takes copyright by assignmentOn: a written assignment signed by the ambassador. Off: the ambassador keeps copyright and licenses it.

The Ambassador confirms the content is their own work and that they have cleared any music, third-party footage, trade marks or identifiable people appearing in it. Moral rights are not transferred, and the Brand shall not edit content in a way that distorts its meaning or misrepresents the Ambassador.

8. Image, Personality and Consent

The Ambassador consents to the Brand using their name, image, likeness, voice and handle to identify them as an ambassador of the Brand, limited to: . The consent runs for the term and a further months so live materials can be retired, and is limited to . It does not permit use on packaging, out-of-home or broadcast advertising, or any suggestion that the Ambassador endorses a product they have not used, unless separately agreed in writing.

The parties record that this consent is the lawful basis for the Brand's processing of the Ambassador's image and voice, that the Ambassador may withdraw it for future use by writing to the Brand, and that on withdrawal the Brand shall stop new uses and remove the material from channels it controls within a reasonable period.

OptionalPaid media and whitelistingAllow advertising use of the content, including from the ambassador's handle.

9. Approvals and Take-down

Where the Brand asks to see content before publication it shall approve or comment within hours, failing which the content is deemed approved. Approval is limited to accuracy, substantiation, disclosure and brand guidelines; creative presentation remains the Ambassador's. Either party may require content to be removed if it is inaccurate, non-compliant or the subject of a legitimate third-party complaint.

10. Data Protection

Each party shall comply with the General Data Protection Regulation and Maltese data protection legislation in relation to personal data processed under this Contract. Audience data shall be shared only in aggregate and only to the extent necessary to report on the collaboration, and each party shall notify the other without undue delay of any personal data breach affecting the other's data.

11. Status

The Ambassador is engaged as a self-employed contractor and not as an employee of the Brand. The Ambassador decides how and when content is produced within the agreed cadence, may use their own team, and may work for others subject only to the exclusivity clause. Each party shall notify the other if it considers that the arrangement in practice differs from this description.

12. Termination

Either party may terminate on days' written notice. Either party may terminate immediately for a material breach not remedied within ten days of written notice.

The Brand may terminate immediately, without a cure period, if the Ambassador's public conduct materially damages, or is reasonably likely to materially damage, the Brand's reputation. On termination on that basis the Brand may require live content to be removed and fees paid in advance for a period not yet performed are repayable; fees earned for content already published remain payable. The Ambassador may terminate immediately if an undisputed invoice is unpaid 14 days after a written reminder, or if the Brand requires a claim it cannot substantiate.

13. General, Language and Jurisdiction

This Contract is the entire agreement between the parties on its subject matter.
Any variation must be in writing and signed by both parties.
If any provision is unenforceable, the rest continues in force.
Neither party may assign this Contract without the other's written consent, except to a successor of its business.
Notices go to the addresses above or to an email address confirmed in writing.

This Contract is governed by the laws of Malta and the parties submit to the exclusive jurisdiction of the courts of Malta.

For the Brand

Date signed:

The Ambassador

Date signed:

Disclosure under the EU unfair-practices framework

Malta implements the EU unfair commercial practices rules through the Consumer Affairs Act and its subsidiary legislation, enforced by the Malta Competition and Consumer Affairs Authority. Advertising that does not identify its commercial intent is a misleading practice, and hidden advertorial — content that looks editorial but is paid for — is specifically the kind of practice the framework targets.

So this template makes disclosure a contractual obligation with teeth: an agreed label at the start of the caption or as a legible on-screen label, brand approval of the wording, a 24-hour fix-or-remove remedy, and an indemnity. It also treats free product as a commercial relationship requiring the same disclosure as cash, which is where most local campaigns slip.

Copyright, image rights and GDPR

Copyright is governed by Malta's Copyright Act, and the safe practice for any transfer is a written, signed instrument recording exactly what moves and when. This template makes ownership an explicit switch — a licence to the brand by default, or an assignment if that is the deal — rather than leaving it to inference.

Image use needs its own treatment. In a jurisdiction with a codified protection of personality and a directly applicable GDPR, a photograph of an identifiable person is both a personality-rights question and a personal-data question. The template licenses name, image, likeness and handle on named channels for the term plus a stated tail, identifies the lawful basis for the brand's processing as the ambassador's consent given in the contract, and confirms that consent to marketing use can be withdrawn for future use.

VAT, status and the small-market reality

An ambassador invoicing a Maltese company needs to state whether they are VAT-registered, and the brand needs a proper invoice for its input VAT. This template asks for the VAT number and makes the position explicit rather than leaving it to the first invoice.

On status, a long engagement with a fixed cadence and mandatory appearances can start to look like employment, and the substance rather than the label decides it. The template preserves the ambassador's control over method and timing and the right to work elsewhere outside the exclusivity category. Exclusivity itself deserves care in a market Malta's size: a category exclusivity can remove a large share of the work actually available locally, which is a reason to define the category narrowly and price it properly.

Brand safety with a remedy attached

The source contract asks the ambassador to avoid damaging the brand's reputation and attaches no consequence, while giving the ambassador an express right to suspend for late payment. This template pairs the conduct standard with an immediate termination right, a take-down mechanism for live content, and repayment of fees for a period not yet performed.

It runs the obligation both ways: the brand cannot require the ambassador to make claims it cannot substantiate, and indemnifies the ambassador for copy the brand supplied. In a market where the same audience sees every campaign, that symmetry protects both reputations.

Clause-by-clause guide

Appointment and term: The ambassador title, start date, term in months and how renewal works.
Deliverables and cadence: Minimum posts and stories per month plus appearances per year.
Advertising disclosure: An agreed label, its placement, brand approval and a 24-hour fix-or-remove remedy.
Claims and substantiation: The ambassador repeats only claims the brand has evidenced; the brand carries the risk for copy it supplied.
Exclusivity: Optional. A narrowly defined competing category, priced for a small market.
Fees and VAT: Monthly fee, VAT position and number, payment days, optional bonus and product allowance.
Copyright: A switch between a licence to the brand and a written assignment.
Image, personality and consent: Channel-limited use of the ambassador's identity, with consent as the lawful basis and a withdrawal route.
Paid media: Optional. Advertising use of the content, including from the ambassador's handle.
Data protection: GDPR obligations for audience data and for the ambassador's own personal data.
Status: Self-employed engagement, control over method, own tax and social security.
Termination and brand safety: Notice termination plus immediate termination for conduct damaging the brand, with clawback.
Language and jurisdiction: Records the language of the contract and submits to the courts of Malta.

Malta compliance checklist

Identify the commercial intent of advertising
Malta implements the EU unfair commercial practices framework through the Consumer Affairs Act and subsidiary legislation, enforced by the MCCAA. Content that hides its commercial intent is a misleading practice.
MCCAA — consumer affairs
Disclose free product as well as payment
Product supplied without charge creates a commercial relationship, and disclosure obligations do not distinguish between cash and goods. Record the product allowance so there is no argument about what was supplied.
Record any copyright transfer in writing
Copyright is governed by Malta's Copyright Act. Whatever the minimum formality, a written signed instrument stating exactly what transfers and when is the only safe practice for commissioned content.
Treat images as personal data and identify the lawful basis
GDPR applies directly. A photograph of an identifiable person is personal data, so state the lawful basis for the brand's use — consent given in the contract — and allow withdrawal for future use.
Deal with VAT expressly
State whether the ambassador is VAT-registered and whether the fee is inclusive or exclusive, and require a proper invoice showing the VAT number.
Remember EU trade marks cover Malta
An EU trade mark protects Malta alongside the national register, which matters if the ambassador's own name or handle is being protected as a brand.
Name the courts of Malta
The governing-law and jurisdiction clause should name Maltese law and the courts of Malta. Copying an English clause into a Maltese contract creates avoidable argument.

How to complete this template

Enter parties and term. Add the brand and ambassador details, VAT numbers, the handles in scope and the term in months.
Set cadence and appearances. Enter minimum posts and stories per month and appearances per year.
Choose the copyright model. Leave the assignment switch off for a licence, or turn it on for a written assignment the ambassador signs.
Scope disclosure and image use. Pick the disclosure label, set the channels for image use and the tail after the term.
Fix money and exclusivity. Add the fee, VAT position, payment days, product allowance and a narrowly defined exclusivity category.
Sign and keep a copy. Download the DOCX or print to PDF and have both parties sign; keep the signed assignment with your IP records.

Frequently asked questions

What disclosure does Malta require?

Enough that the audience can tell the content is advertising. Malta applies the EU unfair commercial practices framework through the Consumer Affairs Act, enforced by the MCCAA, and content that hides its commercial intent is a misleading practice. In practice: a clear label such as "Ad" at the start of the caption or as a legible on-screen label, in addition to any platform paid-partnership tool.

Do gifted products need to be disclosed?

Yes. Free product creates a commercial relationship between the brand and the creator, and the disclosure obligation does not distinguish between cash and goods. This template requires product supplied free of charge to be disclosed on the same terms as paid content and records the allowance so there is no argument later.

Do we own the content if we paid for it?

Only if the contract says so, in writing. Copyright is governed by Malta's Copyright Act and the safe practice for a commissioned work is a written, signed instrument setting out exactly what transfers and when. This template gives you a switch: off keeps ownership with the ambassador and gives you a licence; on includes a written assignment.

Can we use the ambassador's photograph in advertising?

With a proper permission, yes — and that permission has to do double duty. It is a personality-rights question and, because a photograph of an identifiable person is personal data, a GDPR question too. This template licenses the image for named channels, for the term plus a stated tail, identifies consent as the lawful basis, and allows the ambassador to withdraw consent for future use.

How should exclusivity work in a market this size?

Narrowly defined and properly priced. In Malta a broad category exclusivity can remove a large share of the work actually available to a creator locally, so define the competing category tightly, limit it to the territory and the term, and expect to pay more for it than you would in a large market.

What about VAT?

State it. Say whether the ambassador is VAT-registered, whether the fee is inclusive or exclusive, and require an invoice showing the VAT number so the brand's input VAT is not in doubt. Leaving it to the first invoice is a common and easily avoided friction.

Which law and which courts?

Maltese law and the courts of Malta. Malta is a mixed jurisdiction with a Civil Code at its base, so a contract drafted purely on English common-law assumptions can read oddly here — and a jurisdiction clause pointing at English courts is simply the wrong clause for a local agreement.

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Disclaimer

This template and guide are general information about Maltese practice, not legal, advertising-compliance, tax or data-protection advice, and nobody has reviewed your campaign. Consumer and advertising rules change; check the current position with the MCCAA or an adviser before you publish.