This Practice Note is aimed primarily at brands wanting to use influencers for particular social marketing campaigns and Advertising promotions. It is intended to give an overview of the key terms usually found in an agreement with an influencer and highlights key issues to be considered when reviewing an Influencer Agreement.

For an influencer agreement, see Precedent: Influencer agreement.

For detailed guidance on the regulation of influencer activity and the protections available to protect them from online harms, see Practice Note: The regulation and protection of influencers.

The world of influencers is rapidly evolving and, while most influencers have not yet joined the ranks of traditional celebrities (be they sports stars, screen actors, musicians or royals), there are now service and support teams specifically acting for influencers helping with branding and commercial relationships. Some influencers will have public relations (PR) teams, legal advisors and financial Investors, while others will never have received or reviewed a commercial Contract for Services. Due diligence and a degree of common sense will help the relevant parties ascertain