Most brand deal contracts are written by the brand's legal team, in the brand's interest. That doesn't make them unfair — but it does mean you need to read them carefully. The clauses below are the ones that show up most often and cost creators the most when missed.
This checklist covers contracts for YouTube, Instagram, TikTok, podcast, and newsletter brand deals. Most clauses apply across all formats.
Payment
Is the agreed fee stated clearly? Is it the gross amount or net of fees/taxes?
When is payment due? Net 30 is standard. Net 60+ is long. Any contract without an explicit due date needs one added.
If the brand cancels after production starts, what do you get? A kill fee of 25–50% of deal value is standard. No kill fee is a significant risk.
Is there a penalty for late payment? In the UK, you're entitled to charge statutory interest under the Late Payment of Commercial Debts Act 1998.
Content & Deliverables
Are all deliverables listed explicitly? Platform, format, length, number of posts. Vague deliverables lead to scope creep.
How many rounds of revisions are included? Who approves content and what's the timeline? Unlimited revisions or a slow approval process costs you time.
Is there a required posting date? Is there flexibility if the content isn't approved in time?
Does the contract require you to add a paid partnership label? You're legally required to disclose anyway, but the contract should confirm this is acceptable.
Usage Rights
Can the brand use your content in their own channels? In paid ads? On third-party platforms? Each additional use case has a value — they should be priced separately.
Is usage time-limited or perpetual? Perpetual usage rights are worth significantly more. Push back on any perpetual usage not reflected in the fee.
Can they run paid ads from your handle (whitelisting)? This is a significant additional capability and should be priced as an add-on.
Can the brand edit, crop, or modify your content? Most standard contracts include this — make sure it doesn't allow changes that misrepresent you.
Exclusivity
How broadly is the exclusivity defined? Direct competitors only is reasonable. A whole product category (e.g., all beverages, all financial services) can block a lot of revenue.
How long does exclusivity last? 3 months is standard. 6 months is long. 12 months is a significant restriction that should be reflected in the rate.
Are any existing brand partnerships excluded from the exclusivity clause? Make sure ongoing deals aren't accidentally caught.
Termination
Under what conditions can either party terminate? Can the brand walk away without paying? Are your obligations clear if the brand cancels?
Is there a clause allowing the brand to terminate if you do something they deem damaging? Broadly written morality clauses can give brands excessive power.
What to do when you find an issue
Most contract issues are negotiable. Brands expect some pushback — the ones that won't negotiate at all on any clause are a red flag in themselves. When you find something you want to change:
Flag it clearly in an email: "Before I sign, I'd like to address a few clauses."
Group all your changes together rather than sending them one at a time.
Propose specific counter language, not just a complaint — "I'd like to change X to Y" moves things faster.
Prioritise. If you push back on everything you'll get less. Pick the 2–3 clauses that matter most.
If they won't move on a high-risk clause, factor it into whether the deal is worth taking at the current rate.
CreatorPilot reviews every inbound contract automatically — all 18 of these clauses are checked and any issues are flagged with a suggested counter position before you reply.
Never sign a bad contract again
CreatorPilot flags every contract issue automatically and drafts your counter. No more reading walls of legal text.
Get started free