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Influencer Agreement Template 2026 – Word/PDF | Swedish Law
Influencer Agreement Template 2026 – Word/PDF | Swedish Law
- File format
- DOCX, PDF
- Document language
- Swedish
- Number of files
- 1
Digital download. No physical product is shipped.
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About this template
Influencer Agreement 2026 – professional template for influencer collaborations
A clear influencer agreement is crucial when a company engages an influencer, content creator, or profile to promote products and services on social media. This professional agreement template is designed for Swedish companies and influencers who want to regulate the collaboration in writing and reduce the risk of misunderstandings regarding deliverables, compensation, advertising disclosure, content rights, exclusivity, and liability.
The template is provided in both editable Word format (DOCX) and as a ready-to-use PDF. The document comprises 9 professionally designed A4 pages, 27 agreement areas, and four practical appendices that make the agreement useful for both single campaigns and longer ambassador collaborations.
What is included in the package
An influencer agreement with four integrated appendices, as per the product content overview 9 A4 pages and 27 agreement areas.
- 1 Word file (DOCX): editable main agreement with campaign brief, compensation appendix, license matrix, and publication checklist.
- 1 PDF: corresponding read and print version.
- 1 ZIP: The Word and PDF file combined.
- Language: Swedish. Document version: 1.0 (2026).
Three download items are linked to Digital Products; the appendices are included in the agreement document and are not delivered as four separate document files.
What the files contain
The main agreement regulates the scope of the collaboration, advertising liability, forms of compensation, and rights to the content. The appendices are used to determine exactly which posts are to be produced, how compensation is calculated, which usage rights the advertiser receives, and which checks must be performed before publication.
Influencer marketing combines marketing law, contract law, intellectual property law, tax regulations, and in some cases, data protection. Therefore, it is rarely enough to just state what compensation is to be paid and how many posts are to be published. A professional agreement should also clarify who is responsible for advertising disclosure, which product claims may be used, how the material may be reused, and what happens if a post needs to be corrected or removed.
The main agreement includes, among other things, rules on:
- parties, contact persons, and the purpose of the campaign,
- scope of the assignment and deliverables,
- creative freedom and brand guidelines,
- preview and approval before publication,
- advertising identification and clear advertiser,
- product claims and requirements for information to be accurate and substantiated,
- children, young people, and other particularly vulnerable target groups,
- regulated product categories and platform rules,
- publication time, removal, and corrections,
- compensation, products, services, and commission,
- F-tax, A-tax, and liability for taxes and employer contributions,
- statistics, KPIs, and reporting,
- discount codes and affiliate links,
- copyright and license to the influencer content,
- use of name, image, and voice,
- editing, subtitling, and versioning,
- paid media, whitelisting, Partnership Ads, Spark Ads, and creator licensing,
- exclusivity and competing collaborations,
- confidentiality and embargo,
- personal data and GDPR,
- liability, cancellation, termination, Swedish law, and dispute.
Appendix 1 – Campaign brief and delivery schedule
A large portion of conflicts in influencer collaborations arises when it is not clear exactly what is to be delivered. Therefore, the template contains a separate campaign brief where the parties can fill in the campaign, product, business goals, target group, campaign period, embargo, mandatory CTA, discount code or affiliate link, approved product facts, prohibited or unapproved claims, and the preview process.
There is also a delivery table for different channels and formats, such as Instagram Reels, Stories, regular posts, TikTok, YouTube, and other platforms. Number of publications, dates, minimum publication time, and mandatory elements can be documented separately.
The appendix also includes a practical KPI section for reach, engagement, traffic, and results. There, the parties can specify what is to be followed up and what statistics the influencer should provide after the campaign.
Appendix 2 – Compensation, products, and affiliate
Compensation in influencer marketing can consist of more than just a standard fee. It can, for example, consist of money, products, services, discount codes, commission, or a combination of several forms of compensation. Appendix 2 makes it possible to clearly document:
- fixed fee,
- payment terms,
- products or services as compensation,
- products that are only borrowed during the campaign,
- commission and affiliate model,
- attribution period,
- returns and cancellations,
- bonus and KPI-based compensation,
- travel and other expenses,
- F-tax, A-tax, or self-employment companies.
The Swedish Tax Agency emphasizes that compensation to influencers can consist of both money, products, and services. The obligations of the principal depend, among other things, on whether the influencer is approved for F-tax. The template therefore contains special control points for this.
Appendix 3 – Rights and license matrix
One of the most important parts of a modern influencer agreement is the question of who is allowed to use the material after publication. That a company has paid for a post does not automatically mean that the company is free to use the image or video in all media and for all time.
The rights matrix allows the parties to separately choose if the content may be used for:
- the influencer's own publication,
- organic repost in the company's social media,
- the company's website and e-commerce,
- newsletters and CRM,
- store, POS material, and events,
- paid advertising in social media,
- whitelisting, Partnership Ads, and Spark Ads,
- third-party retailers,
- raw material.
For each area of use, there is space for license period, territory or channel, and any separate compensation. The template also regulates cropping, format adaptation, subtitling, translation, and shorter versions.
Appendix 4 – Advertising and publication checklist
Marketing on social media is covered by the Marketing Act. When a company has engaged an influencer, it must be clear to the recipient that the content is advertising and which company is behind the marketing. The company cannot, through an agreement, completely transfer away its own marketing law liability, while the influencer may have parallel liability.
To make the agreement practical, the document therefore contains a checklist that can be used before each publication. It includes, among other things, advertising disclosure, advertiser identity, verification of product claims, target group, regulated products, music and image rights, discount code, platform rules, and final approval.
Advertising identification – particularly important in 2026
The Swedish Consumer Agency has continued to prioritize the supervision of influencer marketing during 2026 and stated that shortcomings still occur. The authority's current guidance emphasizes that advertising must be identifiable immediately, even at a fleeting contact. Advertising disclosure must therefore not be hidden far down in a text, among hashtags, or in a way that makes the recipient have to interpret the content first.
The template is therefore based on the assumption that advertising posts should normally have a clear and conspicuous advertising disclosure, for example the word "Reklam" (Advertising), and that the advertiser's identity must be apparent.
Name, image, and content rights
An influencer is not only a content producer but also the person exposed in the advertising. According to the Act on Name and Image in Advertising, consent is required to use another person's name or image in marketing. The agreement therefore contains a special section where the scope of this consent is linked to the license the parties have actually agreed upon.
This means that a company, for example, may be granted the right to republish material organically for three months, but does not automatically get the right to use the same material in paid advertising for several years. Such use is regulated separately.
Paid media and whitelisting
The template contains special terms for modern ad formats where the company uses the influencer's account, identity, or content in paid advertising. This applies to, among other things, creator licensing, whitelisting, Meta Partnership Ads, and TikTok Spark Ads. These rights can have a significantly greater commercial value than a regular organic repost and should therefore be explicitly regulated.
Exclusivity without unnecessarily broad restrictions
Companies often want to prevent an influencer from working with competitors during the campaign. The template is not based on an unlimited non-compete clause but allows the parties to define the category, named competitors, and time period. This makes the condition clearer and easier to adapt to the actual scope and value of the campaign.
Legally updated 2026
Version 1.0 is legally reviewed on September 27, 2026. The template has been designed taking into account, among other things:
- The Marketing Act (2008:486), especially the rules on advertising identification and misleading marketing,
- The Act (1978:800) on Name and Image in Advertising,
- The Copyright Act (1960:729),
- The General Data Protection Regulation (EU) 2016/679 (GDPR),
- The Swedish Consumer Agency's current guidance on influencer marketing and hidden advertising,
- The Swedish Tax Agency's guidance on compensation and payments to influencers.
Who is the template suitable for?
The influencer agreement is particularly suitable for e-commerce companies, brands, marketing departments, advertising agencies, influencer agencies, startups, consulting firms, influencers, and creators who carry out commercial collaborations on social media.
It can be used both for an individual campaign and as a basis for a longer collaboration, for example, ambassador agreements, product launches, affiliate collaborations, or recurring campaigns.
You receive
- Influenceravtal_2026.docx – fully editable Word template
- Influenceravtal_2026.pdf – ready-to-use PDF version
- 9 professionally designed A4 pages
- 27 agreement areas
- 4 practical appendices
- campaign brief and delivery schedule
- compensation and affiliate appendix
- rights and license matrix
- advertising and publication checklist
- signature section
- legal checklist and sources of law
Important regarding adaptation
Influencer collaborations vary greatly depending on product, channel, target group, compensation, and which rights the company wants to purchase. The template must therefore be adapted to the concrete campaign. Special rules may apply to, for example, alcohol, tobacco and nicotine, pharmaceuticals, gambling, financial products, health claims, environmental claims, and campaigns aimed at children.
The template is a professional agreement foundation but does not replace individual legal advice in particularly complex or high-risk campaigns.
Digital delivery
The product is delivered digitally in Word and PDF format. No physical product is sent.
Guides and related agreements
Before the negotiation, you can read what an influencer agreement should contain. If you are mainly going to buy video production, rather than publication in the influencer's own channels, the comparison UGC agreement or influencer agreement? helps you choose the right model. There is also a separate UGC Creator agreement.
For collaborations with financial remuneration, the guide on sponsorship agreements, exposure, and compensation may also be useful. Furthermore, check the current rules at the Swedish Consumer Agency on advertising in influencer collaborations and the Swedish Tax Agency on compensation to influencers.
Frequently Asked Questions
Can the agreement be used by both companies and influencers?
Yes. The template is designed as a balanced commercial agreement foundation where both parties' central obligations are stated.
Are rules about advertising disclosure included?
Yes. Advertising identification, advertiser identity, product claims, and publication control are central parts of the agreement.
Can the company use the influencer's video in ads after the campaign?
Only if the parties have granted that right in the license matrix. Paid advertising and whitelisting are regulated separately.
Can I use the agreement for affiliate collaborations?
Yes. The template contains terms for discount codes, affiliate links, commission, attribution, and reporting.
Can the agreement be used for UGC?
Certain parts are relevant, but a pure UGC collaboration often has a different rights model because the creator does not always publish the material in their own channels. Therefore, there is a separate UGC Creator agreement in the product plan.
How many files and appendices are included?
The main agreement and four appendices are collected in an editable DOCX and corresponding PDF. A ZIP file contains the same two document versions.
Who is liable if an advertising post lacks clear advertising disclosure?
The advertiser has primary marketing law liability for advertising published on the company's behalf. The influencer and other participants may also have liability. The agreement's division of labor does not relieve the parties of the law's requirements.
