Influencer Agreement in Ireland: Template and Key Clauses (2026)

An influencer agreement in Ireland is a services contract between a brand and a creator, governed by Irish contract law. What makes the Irish version specific is the advertising-disclosure regime run through the Advertising Standards Authority for Ireland (ASAI) and consumer-protection law enforced by the Competition and Consumer Protection Commission (CCPC), together with Irish data-protection law under the Data Protection Commission (DPC) and Irish VAT. This guide sets out the law, the key clauses and a working skeleton. It is general information, not legal advice; confirm a live deal with a qualified local lawyer. ## Disclosure: ASAI and consumer law Irish influencer marketing must make commercial content clearly identifiable. The ASAI Code sets the self-regulatory standard and the ASAI has published specific guidance on recognising marketing communications, expecting clear labels such as #ad on posts that are paid or incentivised. Alongside this sits statutory consumer-protection law: the Consumer Protection Act 2007 prohibits misleading commercial practices, and hidden advertising or fake endorsements can breach it. The CCPC enforces this law, and can investigate and act where misleading practices harm consumers. So disclosure in Ireland is both a self-regulatory and a legal duty, and a creator cannot rely on a vague caption or a buried tag to meet it. ## Data protection If the campaign processes personal data (entrants, leads, audience data), the EU General Data Protection Regulation applies as implemented by the Data Protection Act 2018, supervised by the Data Protection Commission. The agreement should set out roles (controller or processor), the lawful basis, and security, and address electronic marketing rules under the ePrivacy regime. ## VAT Irish VAT applies to influencer services, with the standard rate currently 23 percent, administered by Revenue; a VAT-registered creator or agency charges VAT on fees. Free product and gifts can have tax consequences too. State whether fees are inclusive or exclusive of VAT. ## Key clauses in an Irish influencer agreement - Scope of services: platforms, deliverables, dates and appearances.

• Disclosure obligation: a contractual duty to label commercial content clearly in line with the ASAI Code and consumer law.
• Claim substantiation: only truthful, substantiated claims, to avoid misleading-practice liability.
• Content approval: brand review rights and prohibited claims.
• Content licence and IP: what the brand may reuse, where and for how long.
• Exclusivity: whether the creator may work with competitors.
• Fees and VAT: amount, schedule and VAT treatment.
• Data protection: GDPR roles, lawful basis and ePrivacy for any marketing messages.
• Term and termination: duration, notice and termination for a serious or reputational breach.
• Takedown and correction: removal of non-compliant content.
• Governing law: Irish law and the courts of Ireland. ## A simple drafting skeleton 1. Parties and date

2. Definitions (platforms, deliverables, territory)
3. Services and deliverables
4. Disclosure and ASAI compliance
5. Claim substantiation
6. Content approval
7. Content licence and intellectual property
8. Exclusivity (if any)
9. Fees and VAT
10. Data protection and ePrivacy
11. Term and termination
12. Takedown and correction
13. Governing law and jurisdiction Give the most attention to disclosure and claim substantiation, because those are where Irish campaigns face ASAI and CCPC scrutiny. ## Common mistakes to avoid - Treating disclosure as optional; it is both an ASAI and a consumer-law duty in Ireland.

• Burying the #ad label where the audience will not see it.
• Making unsubstantiated claims that can breach the Consumer Protection Act 2007.
• Ignoring GDPR roles and the ePrivacy rules when the campaign sends marketing messages.
• Leaving VAT silent on fees. ## Tax on gifts and platform rules Two practical points often get missed in Irish influencer deals. First, tax does not only touch cash fees. Free product, trips, event access and other benefits can be taxable in the creator's hands, and VAT can apply to the supply of services in return for goods. The contract should be clear about the value of any non-cash benefit and leave the creator responsible for their own tax. Second, the platforms have their own paid-partnership tools and branded-content rules; using them does not replace the legal disclosure duty, but a contract should require the creator to use the platform's disclosure features as well as a clear label, so the content meets both the platform rules and the ASAI and consumer-law standard. ## Who is responsible if a post breaches the rules Both the brand and the creator can be exposed if commercial content is not disclosed or makes a misleading claim; the CCPC can act on misleading commercial practices and the ASAI can uphold complaints. A well-drafted agreement allocates this risk: the creator warrants to follow the disclosure and content rules and to make only approved, substantiated claims, and indemnifies the brand for a breach of those duties, while the brand takes responsibility for the accuracy of the product information it supplies. That split keeps each side accountable for what it actually controls. ## Keeping a contract portfolio under control One Irish influencer deal is manageable by hand. A portfolio is not. The hard part is tracking which version is current, when each notice period runs, which clause carries risk, and which renewal is due. That work (drafting from a tuned template, flagging risky clauses, tracking dates, keeping versions straight) is what an AI contract workspace can hold in one place. Adira is built for this, with per-clause risk review, plain-English clause editing and a live activity timeline. It is India-first today, with other jurisdictions architected but not yet at the same depth, so verify local depth before relying on it for Irish law. More at Adira. The law above stands on its own. ## Bottom line An Irish influencer agreement turns on clear disclosure under the ASAI Code and the Consumer Protection Act 2007, honest and substantiated claims, GDPR-compliant data handling and correct VAT. Write the disclosure duty hard into the contract, keep claims substantiated, and get Irish advice before a real campaign.