Influencer Collaboration Agreement Template (UK)

Make disclosure an obligation under the CAP Code

CAP Code rule 2.1 requires marketing communications to be obviously identifiable as such, and rule 2.3 requires them not to disguise their commercial intent. ASA and CMA guidance is specific about what that means in practice: disclosures such as '#ad', 'advert' or 'paid partnership' must be immediate, prominent and easy to understand, appearing at the start of a caption or clearly overlaid on visual content — not hidden among other hashtags or in expandable text.

This template requires the creator to disclose the relationship in each piece of content, in the position and wording the brief specifies, and gives the brand an express right to require a correction where a post is published without it. It also treats gifted products, discounts, affiliate links and any other incentive the same way as cash — the CAP Code and CMA guidance make clear that any of these can create a material connection that must be disclosed.

Say exactly what is being delivered

Most creator disputes are scope disputes. This template records the deliverables individually — platform, format, quantity, minimum duration for video, posting window, and any required hashtags or links — and handles approvals with one round of feedback within a stated number of business days, so a short campaign does not drift into a long one.

Licence the content rather than take it

The content the creator makes belongs to them unless the agreement says otherwise. A brand that wants to repost it, or run it as a paid advertisement, needs a licence, and the scope of that licence — which media, which territory, how long, whether paid amplification is included — is where the value actually sits. This template makes the licence explicit, with a separate fee where paid-media use is added.

Get the tax position right on both sides

A gifted product is not automatically free of tax consequences for the creator. Where a brand expects a post in exchange for a product, HMRC treats the market value of that product as taxable income, whether or not any cash changes hands — a genuine no-strings gift, given with no expectation of promotion, is treated differently. This template records what is being provided in exchange for the deliverables so both sides have a clear record of what was received, and flags VAT registration for creators trading above the registration threshold.

Set exclusivity by category and by time

'No competitor work' with no boundaries is both hard to enforce and unfair to the creator. This template asks for the competing category to be named, the exclusivity period stated with start and end dates, and any pre-existing commitments listed — with exclusivity priced separately, as it usually should be.

Clause-by-clause guide

Parties and creator schedule

The brand, the creator, their platform handles and declared audience metrics.

Deliverables and approvals

Each piece of content by platform, format and posting window, with one round of feedback within a stated window.

Disclosure of the material connection

The disclosure wording and placement, consistent with CAP Code rules 2.1 and 2.3, and the brand's right to require a correction.

Honest endorsement

The creator must genuinely have used the product and give their own opinion.

Content licence

Media, territory, duration, exclusivity and whether paid amplification is included.

Exclusivity

The named competing category, the period, and any pre-existing commitments.

Fees, products and tax

The fee, the market value of any product provided, invoicing, VAT position, and payment terms.

Independent contractor status

Confirms the creator is not an employee.

Confidentiality and embargo

Protects unreleased products and campaign plans.

Termination

How either side ends the deal and what is payable for work already done.

UK compliance checklist

Creator marketing is advertising, and both the CAP Code and consumer protection law apply.

• Disclose the material connection clearly and prominently

  Marketing communications must be obviously identifiable as advertising and must not disguise their commercial intent.

  ASA — Recognising ads: social media and influencer marketing

• Treat gifted products and discounts the same as cash payment

  Any material connection — payment, free or discounted product, affiliate links, or the chance of a future benefit — must be disclosed, following joint ASA and CMA guidance.

  CMA and ASA updated influencer guidance

• Get the tax treatment of gifted products right

  Where a brand expects a post in return for a product, HMRC treats its market value as taxable income for the creator, whether or not cash is also paid.

  HMRC-based guidance — brand gifts and tax

• Check VAT registration for larger creators

  A creator must register for VAT once their taxable turnover exceeds the registration threshold, and should keep a log of gifted products by market value to support their own tax position.

• Monitor the campaign

  A brand paying for endorsements is expected to tell creators what disclosure is required and to check what is actually published, not assume it happens.

• Check the platform's own rules

  Each platform has its own paid-partnership labelling tools, and using them alongside the written disclosure is expected good practice.

How to complete the collaboration agreement

1. Complete the creator schedule. Add the creator's details, platform handles and declared audience metrics.
2. List the deliverables. Record each post by platform, format, posting window and required links or hashtags.
3. Confirm the disclosure wording. Agree the exact disclosure and where it will appear on each platform.
4. Define the licence and exclusivity. Choose the media, territory and duration of the content licence, and any exclusivity category.
5. Set the fee and any product value. Record the cash fee and the market value of any product provided, and confirm the VAT position.
6. Sign. Both parties sign and keep a copy.

Frequently asked questions

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