IT, online stores and brand protection · Czechia and Slovakia
Influencer agreement
Influencer marketing is advertising, with everything that entails: mandatory disclosure, responsibility for product claims, copyright in content and the risk of the relationship ending before the campaign. We prepare an agreement protecting brands and creators, from content scope and approval to exclusivity and use of outputs after the campaign.
- Lawyer registered with both the Czech and Slovak Bar Associations
- For brands and creators
- Fees agreed in advance
What we'll do for you
The most common failures in influencer collaborations: content “is not right” and cannot be returned, undisclosed advertising attracts regulatory action, and the brand discovers it has no rights to the content. A good agreement addresses all three in advance.
Select an item to see the details.
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Content scope and quality
Number and formats of outputs, deadlines, brief, approval before publication and correction rules — so “delivered” means usable.
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Advertising disclosure
The duty to identify the collaboration under platform rules and advertising regulation — and allocation of responsibility if the creator fails to do so.
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Product claims
What the creator may and may not say about the product (health and nutrition claims, finance) — this is where the costliest legal problems arise.
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Content rights
A licence for further use of content (website, performances, paid advertising), its scope, duration and territory. Economic copyright cannot be transferred, so the brand obtains permission to use the content — without it, the brand “owns” only screenshots.
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Exclusivity and termination
Prohibition on promoting competitors, conduct damaging the brand, early termination and the treatment of remuneration and content after the relationship ends.
Deliverablea collaboration agreement with clear scope, content rights and advertising disclosure rules
How it works
Does this process fit your matter? Describe it to the attorney →
- Consultationday 0
We review the campaign and risk areas, then propose an agreement structure or assess the agreement supplied.
- Draft agreement
We prepare a tailored agreement — for a one-off campaign, long-term ambassadorship or barter.
- Refining terms with the other party
We negotiate comments so the relationship remains friendly and the agreement remains robust.
- Template for future collaborations
We turn the agreement into a reusable template for other creators or brands.
No-obligation enquiry
Ready to start?
Send us an enquiry. We usually reply within 24 hours with a price confirmation and next steps. The first 30-minute consultation is free and commits you to nothing.
- 1Send your enquiry via this form
- 2Usually within 24 h you get a price confirmation and plan
- 3We start work only after your approval
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Prefer to book a time right away? Book a consultation →
Or email us about this matter.
What clients ask
Didn’t find your question? Ask us directly →
Must influencer collaboration be identified as advertising?
Yes — paid and barter promotion is advertising and must be recognisable. Platform rules and rules on advertising and misleading commercial practices govern it. We specify contractually who ensures disclosure and who bears the consequences if it is missing — otherwise both the brand and creator face the risk.
Who owns the content an influencer creates?
Copyright remains with the creator — economic rights cannot be transferred in Slovakia or Czechia (§ 20(2) of Slovak Act No. 185/2015 Z. z., § 26(1) of Czech Act No. 121/2000 Sb.). Without a licence, the brand often has only the fact that the content appeared on the creator's profile. To use photographs or videos on your own channels or in paid advertising, you need a licence with clear scope, duration and territory; we set this out in the agreement.
The influencer failed to deliver content or is damaging the brand. What now?
Depending on the agreement: suspend remuneration, demand a remedy, withdraw and claim compensation for reputational damage. If there is no agreement or it came from the internet, we assess what can be achieved — and prepare a sound agreement for future collaborations.
I am a creator. What should I watch for in brand agreements?
Unpaid exclusivity (a non-compete restriction without compensation), an unlimited licence “forever and everywhere”, approval loops without deadlines and uncapped penalties. We assess the agreement and explain what is standard and what should attract payment.
How much does the agreement cost?
A one-off campaign is a relatively quick matter; ambassador and agency structures are more extensive. We confirm the fee in advance — and the agreed fee stands.
Legal Q&A
Common questions on this topic
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Do we have to verify reviews on our online shop?
You do not have to verify reviews: the duty is to provide information. If you display reviews, explain whether and how you ensure they come from real customers. If you do not verify them, say so. Truthfulness is the boundary: labelling reviews as verified without real checks, or publishing commissioned fake reviews, is an unfair commercial practice. The same principle applies in Slovakia and Czechia.
Read the answer -
We are planning a purchase-linked consumer competition. Do we need a licence, and who pays tax on prizes?
No licence is needed. A purchase-linked competition is a promotional competition expressly excluded by gambling law, provided it promotes sales, is not a separate business and requires no stake; payment for goods is not a stake. The rules are a consumer contract with corresponding requirements. For tax, the organiser withholds tax on cash prizes; winners declare non-cash prizes, while prizes within the statutory limit are exempt. Czech promotional competitions without a stake likewise require no licence.
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Must an influencer label our post as advertising, and who is liable if they do not?
Yes. A paid or otherwise rewarded post is advertising and a trader's commercial practice. If its promotional nature is unclear, the Consumer Protection Act treats it as an always-prohibited unfair commercial practice. The trader whose product is promoted bears primary responsibility, but the law expressly also covers anyone acting in its name or on its behalf, including the influencer. Labels must be understandable and visible without expanding the post. The contract should expressly regulate labelling, content approval and sanctions.
Read the answer
Further reading
Influencer content in brand advertising: what the licence to photos and videos must contain
A brand pays for a post and then finds it may not use the video in paid advertising or on its website. Where the contract is silent, the Copyright Act grants a licence only to the extent needed for the purpose of the collaboration and, unless that purpose implies otherwise, only for Slovakia and for a maximum of one year. This article explains what a contract with a creator must contain so that the content still works after the campaign.
Read more →
What an influencer may say about a product: health claims, medicines and comparisons with competitors
Influencer campaigns most often focus on labelling advertising, yet what the creator says about the product carries the same risk. For foods and food supplements there is a list of permitted health claims; for comparison with competitors, strict conditions under the Advertising Act. This article is for e-shops and brands that give creators a free hand.
Read more →
A dispute over a .sk, .cz or .eu domain: court or alternative dispute resolution
A domain carrying your name or brand can be obtained from its holder either by a court action or in faster alternative dispute resolution under the registry rules. Each extension has different conditions. This article is for companies and e-shops deciding which route to take.
Read more →