Rules and ethics
Part of How to brief micro influencers in the UK: a step-by-step guide
How to brief micro influencers in the UK: a step-by-step guide
A practical guide to briefing UK micro influencers: deliverables, approval rounds, usage rights and CAP Code disclosure, with a template you can adapt.
What to take away
- A brief fixes deliverables, dates, approval rounds and rights before anything is filmed.
- UK labelling rules bind the brand as well as the creator, so disclosure wording belongs in the document itself.
- Usage rights, exclusivity and whitelisting are separate permissions and should be priced separately.
- Keep the creative section shortniche influencers sell because audiences trust their voice.
- Send the brief with the first outreach message so expectations are set early.
What every micro influencer brief must contain
A micro influencer brief is shorter than an agency creative deck, but it is not informal. It answers four questions: what is being made, when it is due, who approves it and what you can do with it afterwards.
Micro influencer brief essentials
- Objective in one sentence plus success metric
- Deliverablesplatform, format, quantity, length, dates
- Key messagesno more than three
- Ad label and caption or video placement
- Approval rounds, revision limits, turnaround times
- Usage rightschannels, territories, licence term
- Exclusivity, competitor restrictions, fee, payment date
Getting the creative section right
Spell out the format rather than the idea. A line such as "one vertical video, 20 to 45 seconds, posted between 12 and 18 October" leaves nothing to interpret. A brief that asks for engaging content cannot be scheduled or measured.
Format brief vs vague brief
Write this
- Format
- Vertical video, 20-45 sec
- Dates
- Posted 12-18 October
- Script
- Word-for-word, higher fee
- Measurement
- Schedulable and trackable
Not this
- Format
- Engaging content
- Dates
- Post soon
- Script
- Just be natural
- Measurement
- Cannot be measured
Creative freedom is the reason to work with niche influencers rather than celebrities. Give the hook, the key messages and the call to action, then stop writing. If you want a script read word for word, say so and expect the fee to reflect it.
Before any of that, check your shortlist. Learning how to vet micro influencers in the UK for fake followers takes twenty minutes and protects a budget built on bought engagement.
Disclosure rules your brief has to carry
UK advertising rules apply to gifted content as much as to paid posts. The CAP Code, enforced by the Advertising Standards Authority, requires ads to be obviously identifiable, and a free product or a fee is enough to make a post an ad.
Put the exact wording in the brief: "Ad", "Advert" or "Paid partnership with the brand". Say where it goes, so the label is visible before a viewer expands the caption.
The CAP and broadcast advertising codes are worth reading once, because the wording you choose sets the standard for every creator you work with.
Usage rights, exclusivity and approvals
Rights are where most briefs go quiet. Organic posting on the creator's own channels is the starting point; running the same clip as a paid ad is a separate permission at a separate price. Be specific about territory and term.
A paid brief is a contract for services, so the Consumer Rights Act 2015 expects the work to be done with reasonable care and skill.
If you hold creator bank details, addresses for gifting or audience data, the UK GDPR applies. The ICO guidance on UK GDPR covers retention, so say how long you keep records.
| Term | What to write in the brief | Why it matters |
|---|---|---|
| Organic usage | Creator's own channels, 12 months from posting | Covers reposts without renegotiating |
| Paid usage | Named platforms, UK only, three months | Paid media is a higher-value licence |
| Whitelisting | Creator handle, 30 to 90 days, separate fee | Needed for dark ads and Spark Ads |
| Exclusivity | Category, named competitors, 30 days either side | Protects the campaign window |
| Edits | One re-cut, stills licensed | Avoids a second negotiation later |
| Ownership | Licence, not assignment | Creators seldom sell copyright outright |
A step-by-step briefing sequence
- Fix the objective and one success metric before you write a word.
- Shortlist creators, then check audience quality and previous brand work.
- Draft the brief and send it with the first outreach message, not after the yes.
- Agree the fee, rights and exclusivity in writing before filming starts.
- Review the first cut against the brief, not against personal taste.
- Approve, schedule and file the disclosure wording with the contract.
- Pull performance data at seven days and again at 30.
Pairing the brief with proven micro influencer outreach email templates cuts the back and forth about what you are asking for.
Common questions
How long should a micro influencer brief be?
One page is usually enough, two if there are several deliverables. What matters is that rights, disclosure and approval rounds are in writing.
Do gifted collaborations need a brief?
Yes. A free product still counts as payment under the CAP Code, so the post must be labelled, and the brief is where that wording is agreed.
Who owns the content after the campaign?
The creator keeps copyright unless the contract assigns it, which is unusual. A licence for your channels, paid ads and a set term is the standard arrangement.
What goes in a UK micro influencer brief template?
Deliverables, deadlines, key messages, ad label, approval rounds, usage rights, exclusivity, fee and payment date, plus any prohibited claims.
