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Influencer Partnership Agreement for Germany

Influencer Partnership Agreement Template for Germany

A comprehensive legal agreement governed by German law that establishes and regulates a commercial partnership between a brand/company and a social media influencer. The agreement outlines content creation requirements, posting obligations, compensation terms, and compliance with German advertising regulations, particularly focusing on transparency requirements under the Act Against Unfair Competition (UWG). It includes provisions for intellectual property rights, data protection under GDPR, disclosure requirements, and specific performance metrics while ensuring compliance with German social media marketing laws and platform-specific guidelines.

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What is a Influencer Partnership Agreement?

The Influencer Partnership Agreement is essential for businesses engaging in social media marketing in Germany, where strict advertising disclosure requirements and digital content regulations apply. This document is typically used when establishing a formal collaboration between brands and social media influencers, whether for one-off campaigns or long-term partnerships. It addresses key aspects required under German law, including advertising transparency (§5a UWG), content ownership rights (UrhG), and data protection (GDPR/BDSG). The agreement covers crucial elements such as content specifications, posting schedules, approval processes, compensation terms, and compliance requirements, while protecting both parties' interests in the rapidly evolving digital marketing landscape. It's particularly important given Germany's strict enforcement of social media marketing regulations and the need for clear documentation of commercial relationships in influencer marketing.

What sections should be included in a Influencer Partnership Agreement?

1. Parties: Identification of the contracting parties - the company/brand and the influencer (including legal names, addresses, and if applicable, business registration details)

2. Background: Context of the agreement, brief description of the parties' business activities, and purpose of the collaboration

3. Definitions: Key terms used throughout the agreement, including 'Content', 'Platform', 'Campaign', 'Deliverables', etc.

4. Scope of Services: Detailed description of the influencer's obligations, content requirements, posting schedules, and campaign specifications

5. Compliance Requirements: Legal requirements for advertising disclosure (#Ad, #Werbung), transparency obligations, and platform-specific guidelines

6. Approval Process: Content review and approval procedures, timelines, and revision processes

7. Compensation: Payment terms, fee structure, performance bonuses, and payment schedule

8. Intellectual Property Rights: Content ownership, usage rights, licensing terms, and brand asset usage guidelines

9. Representations and Warranties: Parties' assurances regarding authority, non-infringement, and compliance with laws

10. Confidentiality: Protection of confidential information and trade secrets

11. Term and Termination: Duration of agreement, renewal terms, and termination conditions

12. General Provisions: Standard clauses including governing law, jurisdiction, entire agreement, and amendments

What sections are optional to include in a Influencer Partnership Agreement?

1. Exclusivity: Restrictions on working with competing brands - include when exclusive partnership is required

2. Performance Metrics: Specific KPIs and measurement criteria - include for performance-based agreements

3. Content Usage Period: Specific timeframes for content usage rights - include when different from standard agreement term

4. Crisis Management: Procedures for handling negative publicity or controversies - include for high-profile partnerships

5. Data Protection: Detailed GDPR compliance measures - include when significant personal data processing is involved

6. International Usage: Terms for content use in multiple jurisdictions - include for international campaigns

7. Product Provision: Terms for providing products to influencer - include when physical products are involved

8. Event Attendance: Terms for influencer participation in events - include when in-person appearances are required

What schedules should be included in a Influencer Partnership Agreement?

1. Schedule 1 - Campaign Brief: Detailed campaign requirements, timelines, and deliverables specifications

2. Schedule 2 - Compensation Structure: Detailed breakdown of fees, payment milestones, and performance bonuses

3. Schedule 3 - Brand Guidelines: Brand usage rules, visual guidelines, and messaging requirements

4. Schedule 4 - Approved Platforms: List of social media platforms and specific requirements for each

5. Schedule 5 - Compliance Guidelines: Detailed advertising disclosure requirements and compliance checklist

6. Appendix A - Content Calendar: Posting schedule and content themes

7. Appendix B - Reporting Ƶ: Ƶ for performance reporting and analytics sharing

Authors

Alex Denne

Head of Growth (Open Source Law) @ Ƶ | 3 x UCL-Certified in Contract Law & Drafting | 4+ Years Managing 1M+ Legal Documents | Serial Founder & Legal AI Author

Jurisdiction

Germany

Publisher

Ƶ

Cost

Free to use
Relevant legal definitions























































Clauses







































Relevant Industries

Consumer Goods

Fashion and Apparel

Beauty and Cosmetics

Technology

Food and Beverage

Travel and Tourism

Gaming

Health and Wellness

Sports and Fitness

Entertainment

Luxury Goods

E-commerce

Financial Services

Automotive

Education

Sustainable Products

Relevant Teams

Legal

Marketing

Social Media

Digital Communications

Public Relations

Brand Management

Content Creation

Compliance

Influencer Relations

Campaign Management

Relevant Roles

Marketing Manager

Social Media Manager

Digital Marketing Director

Brand Manager

Legal Counsel

Compliance Officer

Content Manager

Influencer Relations Manager

PR Manager

Campaign Manager

Chief Marketing Officer

Digital Communications Manager

Brand Partnership Director

Content Strategy Director

Community Manager

Industries








Teams

Employer, Employee, Start Date, Job Title, Department, Location, Probationary Period, Notice Period, Salary, Overtime, Vacation Pay, Statutory Holidays, Benefits, Bonus, Expenses, Working Hours, Rest Breaks,  Leaves of Absence, Confidentiality, Intellectual Property, Non-Solicitation, Non-Competition, Code of Conduct, Termination,  Severance Pay, Governing Law, Entire Agreemen

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