Glossary

First right of refusal

What is first right of refusal?

First right of refusal is a clause giving a brand the option to match or accept a future deal with a creator before the creator can take a similar offer from someone else.

What does first right of refusal mean in influencer marketing?

It doesn’t block a creator from working with other brands outright — it requires the creator to offer the original brand a chance to match a new deal (usually in the same category) before finalising it elsewhere.

What should creators watch out for with a first right of refusal clause?

Set a time limit for how long the brand has to respond before you’re free to proceed with another offer.
Limit the clause to a specific category or competitor set, not your entire future work.
Set an expiry date for the clause itself so it doesn’t apply indefinitely after the original campaign ends.