这份海外网红合作合同模板，是一份可以直接填写的英文达人合作协议（Influencer Agreement），后面附逐条中文解读，并标出美国、英国和欧盟规则不一样的地方。和海外红人、KOL 合作，合同要用对方看得懂的语言，所以模板正文保留英文（需要西班牙语、日语等版本的，请律师翻译，并写明以哪个版本为准）：复制到 Word、飞书文档或 Google Docs，把每个 [方括号] 换成你们的内容，删掉不用的选项，再把 brief 作为附件 B（Schedule B）附上。模板后面还有一个 TikTok 合作的填写示例。
不构成法律意见。 本文是 Kolect 研究团队根据监管机构、立法机构和平台的官方文件整理的通用信息，于 2026 年 10 月核对。本文不判断任何条款在你所在的国家或地区是否有效；合同、广告、版权、税务和数据保护法律因地而异。签字之前，品牌和达人都应各自请律师按本方所在地的法律审核。
海外网红合作合同要包含哪些条款？
一份完整的达人合作合同，要把五件事白纸黑字写下来：发什么、什么时候发、谁来审；花多少钱、什么时候付；品牌之后能怎么用这条内容；任何一方退出时怎么办。下面的模板用十四条正文加两个附件来覆盖：
| 条款 | 解决什么问题 | 你要填什么 |
|---|---|---|
| 1. 交付内容（Services and deliverables） | 达人发什么、发在哪、保留多久 | 平台、格式、日期、最短保留时间（附件 A） |
| 2. 时间线与审稿（Timeline, drafts and approval） | 谁在什么时候交什么，费用包含几轮修改 | 交稿日期、回复时限、修改轮数 |
| 3. 费用与付款（Fee, payment and late payment） | 金额、分期、付款方式、币种、逾期利息、样品、税务 | 费用、分期比例、付款天数、利率 |
| 4. 广告披露（Disclosure and advertising rules） | 怎么标广告、哪些说法能说、AI 怎么用 | 目标国家、可用说法（附件 B） |
| 5. 品牌安全（Brand safety and conduct） | 出现声誉风险时双方怎么处理 | 触发条件、已付费用怎么办 |
| 6. 内容归属（Ownership of the content） | 达人保留版权并授权，还是品牌买断 | 选 A 或 B、买断费 |
| 7. 使用授权与投流（Usage rights and paid ads） | 品牌能在哪、怎么、用多久、在哪些国家使用内容，包括 Spark Ads 和合作广告 | 授权期限、地区、续期价格 |
| 8. 独家（Exclusivity） | 达人在多长时间、哪些平台和地区不能接竞品 | 竞品或品类、期限、费用 |
| 9. 取消、延期与取消费（Cancellation, delays and kill fee） | 品牌在各阶段取消要付多少，达人不交付怎么办 | 取消费分段、宽限期 |
| 10. 保密与个人数据（Confidentiality and personal data） | 发布前保密、非公开信息、个人数据 | 解禁时间、需要时另签数据处理协议 |
| 11. 期限与终止（Term and termination） | 合作什么时候结束，怎么提前终止 | 补救期 |
| 12. 关系与责任（Relationship, responsibility and limits） | 独立承包人身份、双方保证、风险分配 | 赔偿与责任上限（由律师起草） |
| 13. 管辖法律与争议（Governing law and disputes） | 适用哪国法律、争议去哪里解决 | 留空，由双方律师确定 |
| 14. 一般条款（General） | 完整协议、修改、电子签、语言版本 | 以哪个语言版本为准 |
投流授权几乎每份合同都要写。在 Kolect 代运营的项目中，80.4% 的单条内容成交合作（3,619 单中的 2,908 单）包含付费使用、白名单授权（whitelisting）或广告授权码权利，明确只做自然流量的只有 63 单27。打包多条内容的合作是少数：有书面交付要求的成交合作中，14.5%（4,233 单中的 614 单）包含不止一条内容27。所以模板把正文写短，把每条交付内容单独列在附件 A 里。
出海品牌怎么用这份合同模板
先谈商业条款，再填法律文本，最后送审。按这个顺序：
- 先用邮件和达人谈定附件 A。 交付内容、日期、费用、授权、独家和取消费，是事后最容易扯皮的部分。投流授权和独家的价格要在第一次谈价时就谈：我们的 海外网红报价指南 有 2026 年的成交价参考，免费的 达人报价计算器 可以按达人的播放量检查报价。
- 把 brief 作为附件 B 附上。 里面写清可以说的卖点、不能说的话和统一的披露写法，让达人和负责审稿的同事看的是同一份要求。
- 把每个方括号都替换掉。 模板里用「/」隔开的选项只留一个，其余删掉。国内团队和海外达人有时差，所有截止时间都要写上时区，例如「纽约时间下午六点」。
- 主体写真实的签约方。 达人写法定姓名或其公司，不要只写账号名；由经纪人或机构代签的，要书面确认它有权代表达人签字。品牌方用国内公司还是海外公司签约，建议和实际付款、开票的主体保持一致，并和财务、律师一起确认。
- 双方都请律师审核。 有些地方对自由职业者合同有专门规定：纽约市要求金额达到 800 美元（包括 120 天内累计达到 800 美元）的自由职业合同必须书面签订，并写明工作内容、报酬和付款日期22；纽约州的《自由职业不免费法》（Freelance Isn't Free Act）已于 2024 年 8 月 28 日在全州生效23。还有哪些规定适用，要问双方所在地的律师。
- 签字、归档、设提醒。 把签好的合同和 brief、审过的稿件、发布链接、付款记录放在一起，并把每个授权期和独家期的结束日期放进日历。
英文合同模板（可直接复制填写）
从下面的提示开始复制，一直到附件 B 结束。[方括号里的大写内容] 由你填写或选择。模板第一段是给双方的法律提示，律师审核后再删除。
【中文提示，签约前删除】本模板是 Kolect 发布的通用信息，不构成法律意见，Kolect 不判断任何条款在任何法域是否有效。合同、广告、版权、付款、税务和数据保护的法律因国家和州而异。签字前，双方都应请本方律师按相关法域审核、修改本合同。
[NOTE TO BOTH PARTIES, DELETE AFTER LEGAL REVIEW: This template is general information published by Kolect. It is not legal advice, and Kolect does not say that any clause is enforceable in any jurisdiction. Laws on contracts, advertising, copyright, payments, tax and data protection differ by country and state. Before signing, each party should have its own lawyer review and adapt this agreement for the jurisdictions involved.]
INFLUENCER AGREEMENT
This Influencer Agreement (the "Agreement") is dated [DATE] and is made between:
[BRAND LEGAL NAME], [a company registered in COUNTRY OR STATE under number REGISTRATION NUMBER], of [REGISTERED ADDRESS] ("Brand"); and
[CREATOR'S FULL LEGAL NAME, OR CREATOR'S COMPANY NAME AND REGISTRATION NUMBER], of [ADDRESS], who publishes as [HANDLE] on [PLATFORMS] ("Creator").
[IF AN AGENCY OR MANAGER SIGNS FOR EITHER PARTY: ITS NAME AND ADDRESS, AND A STATEMENT THAT IT IS AUTHORISED TO SIGN FOR THAT PARTY.]
1. Services and deliverables
(a) Creator will create and publish the content listed in Schedule A (the "Deliverables") on the platforms and accounts listed there.
(b) Schedule A sets out, for each Deliverable, its format and length, the required mentions, links, discount codes and tags, and its publishing date or window.
(c) The brief in Schedule B forms part of this Agreement. If the brief and the body of this Agreement conflict, the body of this Agreement applies.
(d) Creator will keep each Deliverable public on its account for at least [PERIOD] after it is published [or for any longer paid-use period under clause 7], and will not delete, archive or hide it during that time.
2. Timeline, drafts and approval
(a) Creator will send Brand [a concept / a script] by [DATE, TIME AND TIME ZONE] and a draft of each Deliverable at least [NUMBER] business days before its publishing date.
(b) Brand will approve each draft or send consolidated written feedback within [NUMBER] business days of receiving it. If Brand does not respond in time, [the publishing date moves back by the length of the delay / the draft is treated as approved].
(c) The Fee includes [NUMBER] rounds of revisions per Deliverable. Further revisions, or changes that go beyond the brief, need both parties' written agreement [and will be paid at RATE].
(d) Creator will not publish a Deliverable, or a changed version of it, without Brand's written approval [email is enough].
(e) Within [NUMBER] hours of publishing, Creator will send Brand the live link. Within [NUMBER] days of publishing, Creator will send screenshots of the platform's analytics for each Deliverable showing [views, reach, likes, comments, shares, saves, link clicks, code redemptions].
3. Fee, payment and late payment
(a) Brand will pay Creator [AMOUNT AND CURRENCY] (the "Fee") for the Deliverables, the rights in clauses 6 and 7 [and the exclusivity in clause 8] [, except for items priced separately in Schedule A].
(b) Brand will pay [SHARE] of the Fee [on signing / on approval of the concept] and the balance within [NUMBER] days after Creator has published the last Deliverable and sent the live links [OR OTHER SCHEDULE].
(c) Creator will send an invoice for each payment. Brand will pay by [BANK TRANSFER / PAYPAL / OTHER METHOD] in [CURRENCY]. [Brand / Creator / each party for its own side] will bear transfer and currency-conversion fees.
(d) If Brand disputes an invoice, it will say so in writing within [NUMBER] days of receiving it and will pay any undisputed part on time.
(e) If Brand pays an undisputed amount late, [Brand will pay interest on it at RATE from the due date until payment / interest at the statutory rate applies where the law provides one] [, and Creator may pause the remaining Deliverables after giving written notice].
(f) Brand will send [PRODUCT AND QUANTITY] to Creator at Brand's cost by [DATE]. Creator [may keep it / will return it at Brand's cost after the campaign]. The product is [in addition to the Fee / part of the Fee].
(g) Brand will reimburse only expenses it has approved in writing in advance, against receipts.
(h) Each party is responsible for its own taxes. Creator will give Brand the tax forms and details Brand reasonably requests [such as IRS Form W-9 or W-8 BEN, or a VAT number]. [If the law requires Brand to withhold tax from a payment, Brand will tell Creator before paying and send proof of the withholding.]
(i) [OPTIONAL BONUS: Brand will pay Creator a bonus of AMOUNT if METRIC reaches TARGET by DATE, as shown by SOURCE OF DATA.]
4. Disclosure and advertising rules
(a) Every Deliverable, including any post about gifted product, will disclose Creator's relationship with Brand in the content itself: "Ad" or "#ad" at the start of the caption and before any "more" cut-off, naming Brand where the sponsor is not obvious, for example "Ad | Paid partnership with [BRAND]"; "Ad" on screen and said aloud at the start of any video; and repeated during live streams.
(b) Creator will switch on each platform's branded-content setting (on TikTok, the commercial content disclosure; on Instagram, the paid partnership label; on YouTube, the paid promotion setting) and tag Brand where the platform allows it.
(c) Disclosures will be in the language of the content and will meet the advertising rules of [COUNTRIES THE CONTENT IS AIMED AT].
(d) Creator will use the product before endorsing it, will give only their honest opinion and genuine experience, and will make no claims about the product other than those approved in Schedule B. Brand is responsible for the accuracy of the product information and claims it supplies or approves.
(e) Creator will correct a missing or inadequate disclosure within [NUMBER] hours of Brand's request. Brand may monitor the published Deliverables for as long as this Agreement lasts.
(f) Creator will tell Brand before using AI tools to generate or materially alter realistic people, voices, places or events in a Deliverable, and will apply each platform's AI-content label where the platform requires it. Brand will not use Creator's name, image or voice to create AI-generated or synthetic content [or to train AI models] without Creator's separate written consent.
5. Brand safety and conduct
(a) From the date of this Agreement until [PERIOD] after the last Deliverable is published, Creator will not publish content that [LIST, FOR EXAMPLE: is hateful or harassing, promotes illegal activity, or disparages Brand or its products], and will follow each platform's rules.
(b) If Creator [DEFINE THE TRIGGER, FOR EXAMPLE: is publicly linked to conduct likely to bring Brand into serious disrepute], Brand may pause or end this Agreement by written notice and ask Creator to take down the Deliverables. Fees for Deliverables already published [remain payable / will be refunded in proportion].
(c) If Brand or its product [DEFINE THE TRIGGER, FOR EXAMPLE: becomes subject to a product recall, a regulatory action or serious public disrepute], Creator may stop publishing and take down the Deliverables by written notice, and will be paid for work already done.
(d) Creator confirms that it has not bought followers, views, likes or comments on the accounts named in this Agreement, and that the audience information it has given Brand is accurate.
6. Ownership of the content
[CHOOSE OPTION A OR OPTION B AND DELETE THE OTHER.]
(a) [OPTION A, LICENCE: Creator owns the copyright in the Deliverables [and the raw footage] and grants Brand the licence set out in clause 7.]
(a) [OPTION B, BUY-OUT: In return for [the Fee / a buy-out fee of AMOUNT], Creator assigns to Brand all copyright in the Deliverables [and the raw footage], worldwide, for the full term of copyright. Brand grants Creator a licence to keep the Deliverables on Creator's own accounts and show them in its portfolio. [Creator waives its moral rights in the Deliverables to the extent the applicable law allows / Creator keeps the right to be identified as the author.]]
(b) Brand keeps ownership of its trademarks, logos, products and materials, and gives Creator a limited right to use them only to make the Deliverables during this Agreement.
(c) Creator keeps ownership of everything it owned before this Agreement, including its channels, name, style and earlier content, and of anything it makes outside this Agreement.
(d) Creator will use only music, footage, fonts and other third-party material that is licensed for the uses in clauses 6 and 7, or that Brand supplies.
7. Usage rights and paid ads
(a) Organic use: Brand may repost, share and embed the Deliverables on Brand's own social media accounts, website and emails for [PERIOD / as long as the original post is live].
(b) Paid use: Brand may run the Deliverables as paid ads [from Creator's account as Spark Ads on TikTok and as partnership ads on Instagram and Facebook / from Brand's own ad accounts / on OTHER PLATFORMS] for [PERIOD] from [START DATE], in [TERRITORIES].
(c) Platform permission: within [NUMBER] business days of publishing, Creator will give Brand the platform permission for paid use [a TikTok authorization code / approval of Brand's partnership ad request / OTHER PERMISSION] covering the whole paid-use period, and will keep those posts public and unedited during that period. Brand will not ask for Creator's login details.
(d) Edits: Brand may [cut, crop, resize, add subtitles, translations, logos, ad text and calls to action] but will not change the meaning of what Creator says or shows.
(e) Other uses, such as [retail displays, print, out-of-home or TV], need Creator's written agreement and an additional fee.
(f) Extension: Brand may extend any usage period by [PERIOD] for [AMOUNT] by written notice before the period ends.
(g) End of use: when a usage period ends, Brand will stop running ads with the Deliverables and stop new organic uses within [NUMBER] days. [Brand's existing organic posts may stay up / will be removed.]
(h) Name and likeness: Creator allows Brand to use Creator's name, handle, image and voice as they appear in the Deliverables, and a short bio and photo Creator approves, only in connection with the uses in this clause and only during the usage periods.
8. Exclusivity
(a) From [START DATE] until [END DATE], Creator will not create paid or gifted content for [NAMED COMPETITORS / BRANDS THAT SELL PRODUCT CATEGORY] on [PLATFORMS] in [TERRITORIES].
(b) This clause does not restrict Creator's other content, or the existing partnerships listed in Schedule A.
(c) Exclusivity is [included in the Fee / paid separately at AMOUNT].
9. Cancellation, delays and kill fee
(a) Brand may cancel any Deliverable by written notice before it is published. For a cancelled Deliverable, Brand will pay [NOTHING / SHARE OF ITS FEE] if Creator has not started work, [SHARE OF ITS FEE] after Brand has approved the concept or script, and [ITS FULL FEE] after Creator has delivered the final draft (the "kill fee"). Brand will not use cancelled content [unless it pays the full Fee for it, in which case clauses 6 and 7 apply].
(b) If Creator does not publish a Deliverable within [NUMBER] days after its agreed date without Brand's written agreement, Brand may cancel that Deliverable without paying a kill fee, and Creator will refund any amount already paid for it.
(c) Either party may ask, once per Deliverable, to move a publishing date by up to [NUMBER] days by written notice at least [NUMBER] days in advance. The other party will not unreasonably refuse.
(d) Neither party is responsible for a delay caused by events outside its reasonable control [DEFINE, FOR EXAMPLE: platform outages, natural disasters, serious illness], if it tells the other party promptly. If the delay lasts more than [NUMBER] days, either party may cancel the affected Deliverables, and Brand will pay for work done up to that point.
10. Confidentiality and personal data
(a) Each party will keep confidential the terms of this Agreement [including the Fee] and the other party's non-public information, such as unreleased products, launch dates, campaign plans and performance data, and will use it only for this Agreement. This does not apply to information that becomes public without the receiving party's fault, or that must be shared by law, with professional advisers, or with a platform to set up ad permissions.
(b) Creator will not reveal [PRODUCT OR CAMPAIGN] before [DATE, TIME AND TIME ZONE].
(c) Each party will use personal data received under this Agreement, such as Creator's shipping address, only for this Agreement and in line with the data-protection law that applies to it. [IF ONE PARTY WILL PROCESS PERSONAL DATA ON THE OTHER'S BEHALF, FOR EXAMPLE BY RUNNING A GIVEAWAY FOR BRAND, ADD A DATA-PROCESSING AGREEMENT.]
(d) This clause continues for [PERIOD] after this Agreement ends.
11. Term and termination
(a) This Agreement starts on the date above and ends when all Deliverables have been published and paid for [or on DATE]. Clauses [3, 4(d), 6, 7, 8, 10, 12 and 13] continue after that for as long as their own terms require.
(b) Either party may end this Agreement by written notice if the other party materially breaches it and does not fix the breach within [NUMBER] days of being told about it in writing [, or immediately if the other party becomes insolvent].
(c) Brand may also end this Agreement under clause 5(b), and Creator under clause 5(c).
(d) When this Agreement ends early, Brand will pay for Deliverables already published and any amount due under clause 9 [unless it ends because of Creator's breach], Creator will take down the Deliverables if Brand asks [unless Brand keeps a licence under clause 7], and each party will return or delete the other's confidential information.
12. Relationship, responsibility and limits
(a) Creator is an independent contractor, not Brand's employee, partner or agent. Creator decides how to make the Deliverables within the brief and provides its own equipment.
(b) Each party confirms that it is free to enter into this Agreement and that the materials it provides do not infringe anyone else's rights. [IF CREATOR IS UNDER THE AGE OF MAJORITY: A PARENT OR GUARDIAN ALSO SIGNS.]
(c) [INDEMNITY: TO BE DRAFTED BY THE PARTIES' LAWYERS, FOR EXAMPLE EACH PARTY COVERING THIRD-PARTY CLAIMS CAUSED BY ITS OWN BREACH OR ITS OWN MATERIALS.]
(d) [LIMITATION OF LIABILITY: TO BE DRAFTED BY THE PARTIES' LAWYERS, FOR EXAMPLE A CAP EQUAL TO THE FEE, WITH ANY EXCEPTIONS THEY AGREE.]
13. Governing law and disputes
(a) This Agreement is governed by the law of [COUNTRY AND, WHERE RELEVANT, STATE].
(b) The parties will first try to settle any dispute by good-faith discussion for [NUMBER] days. If that fails, [the courts of PLACE will have exclusive jurisdiction / the dispute will be finally settled by arbitration under RULES, seated in PLACE, in LANGUAGE].
(c) Notices under this Agreement must be in writing and sent to Brand at [NAME, EMAIL, POSTAL ADDRESS] and to Creator at [NAME, EMAIL, POSTAL ADDRESS]. Email counts as writing [for all notices / for all notices except termination].
14. General
(a) This Agreement and its schedules are the entire agreement between the parties about this campaign and replace earlier discussions about it. Changes must be agreed in writing by both parties.
(b) Neither party may transfer this Agreement without the other's written consent [, except that Brand may transfer it to a buyer of the relevant brand].
(c) If any part of this Agreement is found invalid, the rest continues.
(d) This Agreement may be signed electronically and in separate copies. [If this Agreement is translated, the LANGUAGE version applies where the versions differ.]
Signatures
For Brand: signature __________ name [NAME] title [TITLE] date [DATE]
Creator: signature __________ name [NAME] date [DATE]
[PARENT OR GUARDIAN, IF REQUIRED: signature __________ name [NAME] date [DATE]]
Schedule A: Deliverables and commercial terms
| Term | Details |
|---|---|
| Platforms and accounts | [PLATFORM AND HANDLE FOR EACH] |
| Deliverables | [ONE ROW PER DELIVERABLE: FORMAT AND LENGTH, FOR EXAMPLE ONE TIKTOK VIDEO UNDER ONE MINUTE] |
| Concept, draft and publishing dates | [DATES, TIMES AND TIME ZONE] |
| Required mentions, links, codes and tags | [DETAILS] |
| Minimum time live | [PERIOD] |
| Fee and payment schedule | [AMOUNT, CURRENCY, INSTALMENTS, PAYMENT DAYS] |
| Product supplied | [PRODUCT, QUANTITY, KEEP OR RETURN] |
| Organic use by Brand | [CHANNELS, PERIOD] |
| Paid use by Brand | [FORMAT, PLATFORMS, PERIOD, TERRITORIES, EXTENSION PRICE] |
| Exclusivity | [COMPETITORS OR CATEGORY, PLATFORMS, PERIOD, FEE] |
| Existing partnerships excluded from exclusivity | [LIST] |
| Kill fee | [AMOUNT AT EACH STAGE] |
| Reporting | [METRICS AND DEADLINE] |
| Contacts | [NAMES AND EMAILS] |
Schedule B: Brief and approved claims
- Campaign goal: [GOAL]
- Key messages Creator may use: [MESSAGES]
- Claims Creator must not make: [FOR EXAMPLE: health or medical claims, earnings claims, "best" or "number one", comparisons with named competitors, prices or offers not listed here]
- Disclosure wording: [FOR EXAMPLE "Ad | Paid partnership with BRAND"], in [LANGUAGE]
- Must show or say: [LIST]
- Must not show or say: [LIST]
- Materials supplied by Brand: [LIST]
达人合同示例：一条 TikTok 合作的附件 A 怎么填
下面是一个假设场景：一家在美国卖护肤品的出海品牌，请一位 TikTok 达人拍一条视频，并拿到 Spark Ads 投流授权。它展示的是能减少扯皮的填写颗粒度，只是示例，不是价格或条款建议。
| 条款 | 假设示例 |
|---|---|
| 平台和账号 | TikTok：[达人账号] |
| 交付内容 | 一条一分钟以内的 TikTok 视频，展示产品使用过程 |
| 日期 | 先交方案，发布前五个工作日交初稿，在约定的一周内发布；所有截止时间按纽约时间 |
| 费用和付款 | 500 美元，这是 Kolect 代运营项目中各平台每次合作达人成交价的中位数27；签约付一半，提交发布链接后三十天内付另一半 |
| 样品 | 一件，达人自留 |
| 品牌自然流量使用 | 原帖在线期间，品牌可在自己的 TikTok 和 Instagram 账号转发 |
| 品牌投流使用 | 从达人账号投 Spark Ads，期限 60 天，这是 TikTok 品牌合作内容的默认授权期6；仅限美国；续期价格提前约定 |
| 独家 | 发布后三十天内，不在 TikTok 上为三个指定竞品做付费或寄样内容；费用已包含 |
| 取消费 | 方案通过前不付；方案通过后付一半；交最终稿后付全款 |
| 披露 | 文案开头写「Ad: Paid partnership with [品牌]」，画面和口播都要有；打开 TikTok 的商业内容披露开关5 |
| 数据回传 | 一天内给发布链接；七天后给后台数据截图 |
逐条解读：每一条在说什么
每一条都讲三件事：这条管什么、填之前要想清楚什么、英国或欧盟有什么不同。这里不判断法院会怎样理解某个条款，那是律师的工作。
第 1 条 交付内容（Services and deliverables）
这一条把达人发什么、发在哪个账号、什么格式、保留多久写死，免得事后争论一条 Story 算不算一条内容。附件 A 里每条交付内容都单独一行，连 Story 这种小内容也一样，因为每条都有自己的日期、初稿和取消费节点。
第 1(d) 条的最短保留时间要和投流期配合。在 TikTok 上，授权为 Spark Ads 的视频要先取消广告授权，才能从达人账号删除7，所以发帖保留期和投流期要一起谈。
第 2 条 时间线与审稿（Timeline, drafts and approval）
这一条约定谁在什么时候交什么、品牌多快回复、费用包含几轮修改。第 2(b) 条对达人很重要：如果没写品牌回复晚了怎么办，品牌审稿一慢，就会打乱达人的整个发布排期。
审稿和数据回传，也是品牌履行自身义务的方式。FTC《背书指南》要求品牌给达人提供指引、监督其合规，并对不合规采取纠正措施1；FTC 的问答还说，和达人签了合同，在合同期内当然应该监督对方2。审初稿和第 2(e) 条的发布链接，就是这种监督落地的地方。
英国： ASA 表示，品牌对达人内容有编辑控制权时，它可以依据 CAP 广告准则处理，而且品牌和达人都有责任让广告一眼可辨13。如果合作面向英国，谈这一条时，把品牌的审稿权一并拿去问律师。
第 3 条 费用与付款（Fee, payment and late payment）
这一条写清付多少、用什么币种、分几期、怎么付、手续费谁出、逾期怎么办。即使双方默认用美元，也要写明币种：在 Kolect 代运营项目中，85.4% 的达人成交合作以美元计价，10.1% 以欧元计价（共 4,560 单）27。作为参考，这些项目中每次合作的达人成交价中位数是 500 美元，中间一半落在 300 到 900 美元之间27；按平台和粉丝量的细分见 海外网红报价指南。
跨境付款还要写清三件事：用银行电汇还是 PayPal 等方式，转账和换汇手续费由哪一方承担，发票开给哪个主体。
寄样也要写进合同。按 FTC《背书指南》，免费或打折的产品就是利益关系，「无论品牌是否要求对方发帖」1，所以第 4 条的披露要求同样适用于寄样内容。
逾期付款的规则各地不同，所以第 3(e) 条留了「按法定利率」的选项：
- 英国： 英国政府网站（GOV.UK）的说明是，企业之间的交易，法定利息为 8% 加英格兰银行基准利率；合同另有约定利率的，不能再主张法定利息20。没有约定付款日的，客户收到发票或服务完成后（以较晚者为准）30 天即算逾期；约定的付款期在企业间交易中通常须在 60 天以内19。
- 欧盟： 欧盟官方的 Your Europe 网站说明，利息从合同约定到期日的次日起算；没有约定付款期的，客户收到发票 30 个自然日后自动产生利息；没有约定利率的，适用法定利率；每张逾期发票可主张 40 欧元的固定补偿21。
- 纽约市： 纽约市消费者与劳工保护局的说明是，自由职业合同没写付款日期的，雇佣方必须在工作完成后 30 天内付款22。
第 3(h) 条把税务资料也写进合同。美国国税局（IRS）的说明是：W-9 表用于向需要提交信息申报的付款方提供正确的纳税人识别号24；W-8 BEN 表由外国个人在付款方或扣缴义务人要求时提供25。具体需要哪些表、是否涉及代扣税或 VAT，取决于双方所在地，请向会计师确认。
第 4 条 广告披露（Disclosure and advertising rules）
这一条把「请达人标广告」从口头要求变成书面义务，写清措辞、位置和平台设置。FTC《背书指南》规定，达人和卖家之间存在观众想不到的关系时，必须清楚、显著地披露；即使达人本人不担责，品牌也可能因未披露而担责1。FTC 还说，平台自带的披露工具「不能保证」有效，最好再加上自己的披露2，而且要用背书内容所用的语言来披露2。
各平台也有自己的规定，第 4(b) 条逐一点名：
- TikTok： 品牌内容政策要求，凡是收了钱或其他好处（包括寄样）的内容，都要打开商业内容披露开关；部分品类不能做品牌合作内容，包括减肥产品、药品和医疗服务、部分金融服务等5。
- Instagram： 品牌内容政策要求使用 Paid partnership 标签标记合作品牌9。
- YouTube： 达人选择付费推广选项后，视频开头会显示披露标签11。
第 4(d) 条管的是达人说什么，而不只是标签。FTC 明确告诉达人：没用过的产品，不能谈使用体验3；《背书指南》也规定，品牌要为通过达人传达的误导性或缺乏依据的说法负责1。第 4(f) 条管 AI：YouTube 要求达人披露看起来真实的 AI 生成或经过实质修改的内容，长期不披露的，可能被平台加标签或处罚12。
达人在哪个国家，并不决定适用哪套规则。FTC 说，在美国以外发布的内容，只要可以合理预见会影响美国消费者，就适用美国法律3。你在国内或东南亚找达人做美区内容，同样要按 FTC 标准写披露条款。各平台披露位置的完整表格，见我们的 海外达人广告披露规则（FTC）指南。
英国： CMA 建议使用 ad、advert、advertising、advertisement，并把 #gifted、#sponsored、#collab、#aff 列为不够清楚的写法；即使达人没有发帖义务，寄样内容也要标成广告14；ASA 不建议用 sponsored13。欧盟： 欧盟委员会的达人法律中心（Influencer Legal Hub）指出，经常做广告或带货的达人在欧盟法律下属于经营者，广告（包括品牌合作和联盟营销）必须披露15。
第 5 条 品牌安全（Brand safety and conduct）
品牌安全条款（也叫道德条款）让任何一方在对方出现声誉风险时，可以暂停或退出合作。更容易谈拢的写法是：触发条件写窄、双向适用、写清已付费用怎么处理；「品牌不喜欢的任何行为」这种写法只会带来争议。
第 5(d) 条要求达人确认粉丝是真的。FTC 2024 年的评论与推荐规则禁止买卖虚假的社交影响力指标，例如「由机器人或被盗账号产生的粉丝或播放」，前提是买方知道或应当知道是假的，并用来在商业上夸大自己的影响力4。签约前先查一遍：Kolect 的免费 假粉检测工具 会根据六项公开数据给出 0–100 的真实度估计28，其余筛选方法见 怎么选海外网红。
第 6 条 内容归属（Ownership of the content）
这一条决定视频归谁：选 A，达人保留版权、授权品牌使用；选 B，品牌直接买断。美国《版权法》规定，作品的版权最初归作者所有，转让版权所有权需要由权利人签署的书面文件16。按该法的定义，委托创作的作品，只有落在法定类别里（其中之一是「电影或其他视听作品的一部分」），并且双方签署书面文件明确约定，才算「雇佣作品」（work made for hire）17。某条达人视频是否符合，要问律师，所以模板直接用明确的授权或转让来写。
| 选项 A：授权 | 选项 B：买断 | |
|---|---|---|
| 版权归谁 | 达人 | 品牌 |
| 品牌能做什么 | 只能按第 7 条约定的用途、平台、期限和地区使用 | 任何用途，但仍受平台授权和达人肖像条款限制 |
| 怎么付费 | 按授权期付费，续期另算 | 一次性付费买断 |
| 适合 | 大多数社媒合作 | 品牌要长期反复使用的素材，比如独立站商品详情页视频 |
英国： GOV.UK 的说明是，出售或转让版权需要一份书面签署的文件（常被称为 assignment）；达人还享有精神权利（moral rights），例如署名权和反对修改作品的权利，可以保留，也可以放弃18。所以第 6 条两种写法都给了。
第 7 条 使用授权与投流（Usage rights and paid ads）
这一条写清品牌能在哪、怎么用、用多久、在哪些国家使用内容，以及达人怎么在平台上给投流授权。要在第一次谈价时就谈：Kolect 代运营项目中，80.4% 的单条内容成交合作包含付费使用、白名单或广告授权码权利，只做自然流量的 63 单太少，无法单独计算价格差异27。授权和独家通常加价多少，见 海外网红报价指南 汇总的公开参考。
平台授权必须和合同一致：
- TikTok Spark Ads： 达人在视频的广告设置（Ad settings）里生成授权码8，授权码时长可以自定义7。帖子一旦授权为广告，文案就不能再改8，所以文案和披露要先定稿。
- Meta 合作广告： 授权分账户级（品牌投合作广告无需逐条审批）和帖子级两种；品牌在拿到授权前发布广告，Meta 会让广告处于待投放状态，直到达人批准10。
第 7(c) 条要求达人在约定的工作日内给出覆盖整个投流期的授权，第 7(f) 条趁双方都想合作的时候，把续期价格定下来。两种授权的具体操作，见 Spark Ads 和合作广告的区别。
第 8 条 独家（Exclusivity）
独家条款限制达人在一段时间内推广竞品。范围要窄，也要付钱，因为它会让达人少接别的单：写明竞品名单或很窄的品类，只限本次合作用到的平台，有开始和结束日期，并列出不受影响的现有合作。「不得与任何竞争品牌合作」又没有结束日期的写法，达人没法报价，也就很难谈拢。
第 9 条 取消、延期与取消费（Cancellation, delays and kill fee）
取消费（kill fee）是品牌在达人已经开工后取消某条内容时要付的钱。按进度分段，金额才合理：比如新品延期上市，品牌在脚本通过后取消，就付这一条约定的比例，并且不使用已拍素材。第 9(b) 条是对品牌的对等约定：达人超过宽限期还没发布，品牌可以取消、不付取消费，并收回预付款。
第 9(c)、9(d) 条处理合作中常见的变数，例如样品清关晚到、平台故障或达人生病，不让每次延期都变成违约。
第 10 条 保密与个人数据（Confidentiality and personal data）
这一条让上市时间、费用和投放数据保密，并约定双方怎么处理收货地址这类个人数据。如果达人替品牌办抽奖并收集参与者信息，达人可能是在代表品牌处理个人数据。英国： ICO 说，数据控制者只要使用数据处理者，就必须有书面合同（或其他法律文件）26，所以第 10(c) 条提示这种情况要另签数据处理协议。
第 11 条 期限与终止（Term and termination）
这一条写清合作什么时候结束，以及怎么提前终止：一方严重违约且在补救期内没有改正，或者触发第 5 条的品牌安全条件。第 11(a) 条列出合作结束后继续有效的条款，比如使用授权和保密，这样投流期不会因为最后一条内容发布而被误认为结束。
第 12 条 关系与责任（Relationship, responsibility and limits）
这一部分说明达人是独立工作的，并在双方之间分配风险。赔偿和责任上限决定出了问题由谁来付钱，最值得花律师的时间，所以模板只留了起草提示。是否构成雇佣关系由当地法律决定；如果某位达人长期固定为你工作，要请律师看当地法律怎么认定这种关系。达人未成年的，除了监护人签字，还要问清当地法律有什么要求。
第 13 条 管辖法律与争议（Governing law and disputes）
管辖法律故意留空：适用哪国法律、去哪里的法院或仲裁，取决于双方在哪里，应由双方律师决定。可以带着这些问题去问律师：双方各自在哪里、资产在哪里，诉讼或仲裁的成本和语言，以及对方能接受什么。出海品牌和海外达人跨国合作，这个问题尤其要提前谈。第 13(c) 条还写明通知发到哪里；如果品牌手里只有达人的邮箱，这一条就更重要。
第 14 条 一般条款（General）
这些收尾条款约定以哪份文件为准、怎么修改、双方能否用电子签，以及合同有译本时以哪个语言版本为准。如果给达人发了中英双语版本，第 14(d) 条一定要写明以哪个版本为准。
美国、英国、欧盟规则有什么不同
条款结构在各个市场都一样，变的是披露措辞、默认付款期限和版权转让的形式要求。截至 2026 年 10 月：
| 事项 | 美国 | 英国 | 欧盟 |
|---|---|---|---|
| 广告标注措辞 | 清楚显著地披露；平台工具可能不够12 | 用 ad、advert、advertising、advertisement；避免 #gifted、#sponsored、#collab14 | 广告（包括品牌合作和联盟营销）必须披露15 |
| 谁对披露负责 | 即使达人不担责，品牌也可能担责1 | 品牌和达人都有责任13 | 经常做广告的达人属于经营者15 |
| 寄样、无发帖义务 | 属于利益关系，要披露1 | 要标成广告14 | 以各国指引为准 |
| 未约定付款日的逾期 | 纽约市：工作完成后 30 天内付款22 | 30 天后算逾期；企业间欠款法定利息为 8% 加基准利率1920 | 30 个自然日后产生利息；每张逾期发票 40 欧元21 |
| 转让版权 | 须由权利人书面签署16 | 书面签署的转让文件；精神权利可保留或放弃18 | 由各国法律规定，请问当地律师 |
签约前自查清单
合同发出去签字之前，按这个顺序过一遍：
- 先筛达人。 看播放、互动和粉丝真实度，可以用免费的 互动率计算器 和假粉检测工具。
- 核对报价，和达人平时的播放量对比。
- 没有残留的方括号。 每个选项都选定，每个日期都写了时区。
- 附件 A、brief 和正文一致。 交付内容、日期、可用说法处处相同。
- 每个平台的披露都写清楚： 措辞、位置、平台设置。
- 每个授权期和独家期都有结束日期、地区和续期价格。
- 投流授权有人跟进： 谁发 Spark Ads 授权码、谁批准合作广告请求、什么时候完成。
- 双方律师都已按各自所在地审核。
- 归档并设提醒： 合同和 brief、稿件、发布链接、付款记录放在一起，所有结束日期都进日历。
如果团队没有人手、也不想跨时差一个个谈达人、签合同，Kolect 的 海外达人代运营服务 由 Kolect 团队和每位达人谈定报价、排期和合同，并结清每笔达人费用；达人名单和内容在上线前都由你审批29。更多披露与合规内容，见 披露与合规专题。
数据说明
文中的合作数据来自 Kolect 代运营业务的成交记录：Kolect 代运营项目中、2025 年 8 月 19 日至 2026 年 10 月 15 日创建、达人已接受确定报价和完整交付要求的合作，不含测试项目和测试达人（共 4,560 单成交合作，其中 3,619 单为单条内容，4,233 单有书面交付要求）27。文中不涉及任何品牌或达人信息。所有法律和平台规则都引用监管机构、立法机构或平台自己的页面，并于 2026 年 10 月核对。合同模板由 Kolect 研究团队作为通用信息编写，未经任何法域的律师审核，因此双方签字前都应各自送审。