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Commercial Awareness Compass

Follow for fallout: influencer deals and the legal risks

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Brendan Collar

Brendan is a Commercial Legal Counsel at TikTok. He is a commercial specialist with expertise in advertising, marketing and commercial contracts, particularly in the tech, media, sports and retail sectors.

Published Thu, 07 Aug

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Influencers don’t just promote products anymore, they shape entire brand strategies. With billions now being funnelled into influencer marketing, companies are choosing faces over billboards, followers over footfall. Platforms like TikTok, Instagram and YouTube have become critical distribution channels for product launches, brand loyalty, and global expansion. But while the reach is tempting, the risks can be severe.

What happens when an influencer’s reputation crashes mid-campaign? Who owns the content when a partnership ends? And how can a contract protect both the brand and the face fronting it?

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