Influencer Contract Checklist: 12 Things to Check Before You Sign a Brand Deal

This checklist is general commercial information, not legal advice. For long, exclusive or high-value agreements, have a qualified lawyer review the contract.

Before you read the contract: get the brief in writing

A clear brief prevents most disputes. Ask for the deliverables, deadlines, key messages, approval steps and what the brand will provide, such as product, assets and links. If the contract and the brief disagree, ask which one applies.

The 12-point checklist

1. Who the parties are

Confirm exactly who you are contracting with, whether that is the brand, an agency or both, and who pays you. If an agency signs for a brand, check it has authority to do so and who is responsible for payment.

2. Deliverables and specifications

List the number of posts or videos, the format, length, platform, posting dates and how long the content must stay live. Vague wording such as “social content” leaves room for scope creep.

3. Timeline, approvals and revisions

Agree draft and publish dates, how many rounds of revisions are included, how quickly the brand must respond and what happens to the schedule if approval is late.

4. Fee, expenses and payment terms

State the fee, the currency, whether it includes VAT, who covers expenses and when you will be paid, for example 30 days from invoice. Ask what happens if payment is late. GOV.UK explains the basics of late commercial payments.

5. Usage rights

Define the channels, duration, territory, paid amplification and editing rights, and price them separately from the post itself. See our guide to negotiating usage rights.

6. Exclusivity

Check which category and competitors are covered, for how long and in which territories. Exclusivity has commercial value and should be reflected in your fee.

7. Disclosure and compliance

The contract should require clear ad labelling and say who checks it. See our guide to influencer disclosure rules in the UK and US.

8. Creative control

Understand what the brand can require you to change and what stays in your control. Be wary of approval rights that let the brand reject content repeatedly with no limit.

9. Claims and product responsibility

Brands should supply approved claims about their product. Check who is responsible if a statement turns out to be inaccurate, and avoid making claims you can't support.

10. Cancellation, delays and kill fees

What happens if the brand cancels or delays? Look for a cancellation or kill fee, and agree what happens to payment if you have already filmed.

11. Intellectual property and ownership

Confirm that you keep ownership of your content unless you are knowingly assigning it, and check that any music, graphics or people appearing in it are properly cleared. In the UK, the creator is generally the first owner of the copyright in their content, and GOV.UK explains copyright.

12. Termination, liability and governing law

Check how either side can end the agreement, whether liability is capped and which country's law and courts apply. This matters more when the brand is based abroad.

Red flags worth questioning

How to ask for changes without losing the deal

Most brands expect questions on usage, exclusivity and payment terms. Keep the tone commercial and offer a solution rather than a refusal. For example:

• “We can include three months of paid social usage in the fee. If you'd like longer, we can agree a separate extension.”
• “Can we set payment at 30 days from invoice? That helps us plan our production schedule.”
• “We're happy to include two rounds of revisions. Anything beyond that would be a separate fee.”

Common mistakes creators make

• Agreeing to a fee before seeing the contract.
• Accepting “all media, worldwide, forever” usage without a separate fee.
• Giving exclusivity without a category, end date or extra payment.
• Starting work before the contract is signed.
• Not keeping a copy of the final agreed brief.

When to get legal advice

Consider independent legal review when the deal is long or exclusive, when you are granting broad or perpetual rights, when the fee is substantial relative to your income or when the brand's terms are non-negotiable. A talent manager can also review commercial terms, and our guide to what a talent manager does explains how.

If you're a brand: what a fair contract includes

A fair contract protects both sides and is easier to get signed. Brands should aim to include:

• A clear scope, timeline and approval process, with a realistic number of revisions.
• Payment terms that match the creator's working schedule.
• Usage rights limited to what the campaign needs, with a clear way to extend them.
• Defined exclusivity: category, competitors and duration.
• Plain-English disclosure requirements, including who checks the label.

Frequently asked questions

Do I need a written contract for a small brand deal?

It is strongly advisable. Even a short written agreement covering deliverables, fee, payment date and usage avoids misunderstandings.

Can I negotiate a brand's standard contract?

Yes. A standard template is a starting point, and brands often expect questions on usage, exclusivity and payment terms.

What if the brand wants changes after I publish?

Check whether the contract allows post-publication edits and whether they are included in the fee. If not, agree a separate fee before making them.

Contract checklist: key takeaways

Most contract problems come from the same few terms: scope, payment, usage and exclusivity. Get them in writing, price them separately and keep a copy of the brief. This guide is general information, not legal advice.

Sources and further reading

• GOV.UK: Copyright
• GOV.UK: Late commercial payments, interest and debt recovery
• ASA: Recognising ads on social media
• CEG package builder