Contracts with bloggers and influencers

An influencer collaboration is an advertising contract, even if it was agreed in a messenger app. Two problems recur: the advertising is not labelled as advertising, and the rights in the content created are not transferred to anyone.

When to get in touch

• you are planning a collaboration with a blogger or brand ambassador
• you need a contract setting out the scope and the posting schedule clearly
• rights in the content created have to be settled
• a dispute has arisen about performance, or about a post being taken down

What the lawyer does

• prepares contracts for advertising collaborations and ambassadorships
• settles the rights in the content created and how long it may be used
• works through the requirements on identifying a post as advertising
• allocates responsibility for the content and for the consequences of publication
• handles disputes over payment, removal or improper placement
• advises bloggers themselves on their own exposure

Legal basis

Advertising posts fall within the Law of Ukraine “On Advertising”: advertising must be clearly separated from other information, regardless of the form or means of distribution, so that it can be identified as advertising (Article 9); the general requirements are in Article 8, unfair advertising in Article 10 and liability in Article 27. Rights in the content created and their transfer are governed by the Law of Ukraine “On Copyright and Related Rights” (in particular Article 49) and Articles 1107–1109 of the Civil Code of Ukraine.

Legislation and case law are updated over time; this page reflects the position as of October 2026.

Frequently asked questions

Does a post have to be labelled as advertising?

Yes. Advertising must be clearly separated from other information so that it can be identified as advertising (Article 9 of the Law). Material placed for money or other consideration must be identified as advertising using the word “advertising” (Article 9(3)), and hidden advertising is prohibited (Article 9(5)).

Who owns the content that was filmed?

The moral rights belong to the author. Under the Law, the economic rights in a work created on commission pass to the commissioning party from the moment of creation unless the contract provides otherwise (Article 15 of the Law), but the Civil Code by default vests them in the author and the commissioning party jointly (Article 430 of the Civil Code). For the brand to use the material freely, the scope of the rights and the period of use should be set out expressly in the contract.

Need legal assistance? Call us or leave a request — a lawyer will contact you and explain what to do in your situation.