Introducing LegalLens: Influencer contract law, simplified.

Your contract should specify the exact payment timeline. In the UK, the standard for influencer agreements is 14 to 30 days from invoice submission, though some brand contracts push this to 60 or 90 days. Before you sign, check the payment clause and make sure it states a specific date, not a vague term like "within a reasonable timeframe." If a brand goes past the agreed date without paying, you are entitled to statutory interest under the Late Payment of Commercial Debts Act 1998. LegalLens handles debt recovery on a no win, no fee basis if a brand goes silent on an invoice.

It depends entirely on what your contract says. Some agreements tie payment to performance milestones. Others treat KPIs as targets rather than conditions of payment. The first thing to do is read your contract carefully to understand whether missing a KPI gives the brand grounds to withhold fees or terminate. If the contract is ambiguous, that ambiguity usually works in your favour as the party who did not draft it. Do not agree to a reduced payment or accept a kill fee without understanding what you are legally entitled to first. If you are unsure, get the contract reviewed before you respond to the brand.

Yes, every time, without exception. Under UK law and ASA rules, any post where you have received payment, free products, or any other benefit in exchange for promoting a brand must be clearly labelled as an ad. The label must appear at the very start of the caption, be visible without clicking "see more," and use clear language. "Ad" or "#Ad" are the only labels the ASA consistently accepts. Terms like "gifted," "collab," "spon," or "in association with" are not sufficient on their own. Both you and the brand are liable if a post is found non-compliant.

You do, by default. Under UK copyright law, you own the copyright in content you create the moment it is created. However, most brand contracts include clauses that transfer ownership to the brand or grant them a broad licence to use your content across their own channels, in paid ads, and for an indefinite period. This is one of the most important things to check before you sign. If you have already signed a contract with a broad IP assignment clause, the brand may have the right to use your content in ways you did not anticipate. A contract review catches this before it becomes a problem.

Send a formal written demand referencing the contract, the invoice, and the payment deadline that was missed. Give the brand seven days to respond. If they do not pay or go silent, you are entitled to pursue the debt and add statutory interest at 8% above the Bank of England base rate under the Late Payment of Commercial Debts Act 1998. LegalLens recovers unpaid fees on a no win, no fee basis. A food influencer in Canada recovered 100% of her unpaid fees plus 8% interest after two emails from us. You do not need a solicitor and you do not need to go to court in most cases.

Yes. The ASA and CMA have both confirmed that brands share equal responsibility for non-disclosure, not just the influencer. If you paid for the content, you are accountable for ensuring it is properly labelled. This applies whether you managed the campaign directly or through an agency. A robust influencer agreement with an explicit compliance obligation, a pre-publication approval clause, and a take-down right is your primary line of defence. Without one, you carry the liability with no contractual mechanism to enforce compliance.

Yes. A verbal agreement or an exchange of DMs is not sufficient protection for a commercial campaign. A written contract defines deliverables, payment terms, content approval rights, IP ownership, exclusivity, ASA compliance obligations, and what happens if either party does not perform. Without these in writing, any dispute becomes a question of one party's word against another's. The CMA's enhanced enforcement powers under the Digital Markets, Competition and Consumers Act 2024 make a compliant, written agreement more important than ever. LegalLens reviews and drafts influencer contracts at a flat fee capped at 10% of the contract value with a 24-hour turnaround.

Only if your contract explicitly grants you that right. Without a usage licence or IP assignment clause, the influencer retains copyright in their content and you have no right to repurpose it. If you want to use influencer content in paid ads, on your website, in email campaigns, or beyond the original campaign period, your agreement must specify the permitted platforms, geographic scope, and duration of the licence. Repurposing content without these rights in place exposes your brand to an IP infringement claim. If you are unsure what your current agreements cover, LegalLens can review them and identify any gaps.

Yes. We advise brands on ASA and CAP Code compliance, CMA consumer protection obligations, FTC rules for campaigns targeting US audiences, and the incoming EU Digital Fairness Act. We review and draft influencer agreements with a 24-hour turnaround at a flat fee capped at 10% of the contract value. We also handle debt recovery on a no win, no fee basis if a brand deal goes wrong. If you are running influencer campaigns without a specialist legal review process, book a free 15-minute consultation and we will tell you exactly where your exposure is.

Two levels. First, reputational: the ASA publishes its rulings publicly, naming both the brand and the influencer. Appearing on the ASA's non-compliant advertisers list causes lasting damage that search engines index and consumers find. Second, financial: under the Digital Markets, Competition and Consumers Act 2024, the CMA can now impose fines of up to 10% of annual global turnover or £300,000, whichever is higher, without needing a court order. For financial promotions involving finfluencers, the FCA can pursue criminal prosecution in the most serious cases. Proactive compliance is significantly cheaper than enforcement.