India introduces standard contract for influencer-brand deals

India is attempting to bring order to the often informal world of influencer marketing by introducing a standard contract designed to set clearer rules for brand collaborations.

The Indian Influencers Governing Council (IIGC) has rolled out the Indian Influencer Contract Standard, giving creators and brands a common framework for negotiating deals in one of the world’s fastest-growing creator markets.

Developed with law firm Trilegal, the contract states that creator fees cannot be tied to engagement metrics unless both parties explicitly agree. It also clarifies that a creator’s name, likeness, image or voice cannot be transferred by default, meaning any standalone use of those rights requires a separate written agreement.

The move comes as disputes around creator image and personality rights have intensified globally. As The Daily Influence has previously reported, poorly defined licence terms have increasingly left creators exposed, particularly when their content or likeness is reused across platforms or campaigns.

Transparency and protection

The framework addresses several issues that have long caused friction in creator-brand partnerships.

Unpaid invoices will accrue interest and can trigger a suspension of work after 21 days. Exclusivity clauses must clearly specify the category, territory and duration of the restriction, while either party can terminate a campaign if the other engages in conduct that causes reputational harm.

However, the contract is not mandatory, and key commercial terms – including fees, deliverables and campaign scope – remain open for creators and brands to negotiate individually.

The standard is the latest sign of India’s efforts to formalise its rapidly expanding creator economy.

The government has previously signalled that platforms may be required to share revenue with creators and has announced plans to establish content creator labs in 15,000 schools and 500 colleges, as part of a broader push to position content creation as a viable career path.

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