Social media influencers hold significant sway over consumer trends and purchasing decisions, and brands often collaborate with them by providing payment or free products in exchange for endorsements or reviews. However, a less savory aspect of this industry involves some individuals aggressively soliciting or even demanding free goods and services from businesses, often small ones, under the guise of potential exposure. This practice, sometimes dubbed “begging for free stuff,” raises ethical questions and highlights a potential dark side of influencer culture. For UK-based businesses, navigating these requests requires a clear understanding of the dynamics at play, the potential impact on small enterprises, and the best practices for professional and ethical responses. The following analysis examines the common types of influencer requests, the ethical considerations for brands, and structured approaches for responding, drawing exclusively on the provided source material.
Legitimate influencer marketing involves a mutually beneficial exchange: the brand gains exposure and potential sales, while the influencer receives compensation (monetary or product) for their creative work and access to their audience. Problems arise when this dynamic shifts towards entitlement. Some individuals with online followings approach businesses not with a collaborative proposal but with an expectation or demand for free products, meals, hotel stays, or services, implying that their mere presence or potential mention is sufficient payment, regardless of the business’s marketing needs or budget. For local restaurants, boutique hotels, independent artists, or small online shops that often operate on tight margins, providing free products or services to numerous influencers seeking handouts represents a real cost with no guarantee of meaningful return. This is especially true if the influencer’s audience isn’t relevant or the promised “exposure” never materialises or lacks impact. These requests can feel exploitative to struggling business owners.
When influencers receive products for free, clear disclosure to their audience is crucial for maintaining trust and complying with regulations. In the US, FTC guidelines require influencers to indicate (#ad, #sponsored, #gifted) when their content is materially connected to a brand. While the UK has its own advertising regulations enforced by the Advertising Standards Authority (ASA), the principle of transparency remains paramount. If an influencer aggressively solicits free items and then posts about them without proper disclosure, they mislead their followers into thinking the mention is an unbiased, organic recommendation rather than potentially influenced by the free acquisition. Furthermore, constantly seeking freebies can undermine an influencer’s perceived authenticity. Followers may begin to question whether an influencer genuinely likes the products they feature or if they are simply showcasing whatever they managed to get for free. This mercenary approach erodes the trust that forms the foundation of influencer effectiveness.
For brands, particularly small businesses, unsolicited requests for freebies can be overwhelming. While large corporations might budget for influencer gifting as a marketing expense, small businesses may not have the resources. Understanding the motivation behind a request is a key first step. Not all requests for free items are based on entitlement. Sometimes, customers genuinely believe they are entitled to an additional benefit, while others may be testing the waters to see if there is flexibility. Common reasons customers ask for free items include testing product quality (they want assurance that a product or service is worth the price), budget constraints (they might have limited resources but still want to benefit from offerings), promotion or partnership (some may feel their platform or network would benefit the business), or loyalty (they might feel their continued support justifies a reward). By understanding the reason behind the request, a brand can tailor its response to suit the situation and offer an appropriate solution.
When a brand receives an influencer request, having a process to handle it is essential. A proactive approach can help a brand’s image by securing the services of an influencer who has the reputation, reach, and credibility to help spread the word about the business. However, sometimes the influencers themselves come to you to see if you have a gig available for them. The offers will seem amazing at first as you won’t have to exert much effort on reaching out to influencers, but it can get overwhelming really quick due to the number of emails you receive.
To respond to influencers, it is helpful to look at the three most common requests that brands receive from creators. One common request is an inquiry about a brand collaboration. If an influencer is interested in working with a brand, the brand should review the influencer’s social channels. This involves exploring content types, frequency, follower count, and engagement. If the influencer is deemed a good fit, the brand can draft a proposal to get additional information. If an influencer suggests a collaboration instead of a free product, it often signals a more formal agreement that includes monetary compensation. The proposal sent should agree to explore a collaboration, inquire about campaign details, and explain what the brand offers regarding compensation: exposure, free products, or money (or all of them). To simplify the process, a brand can create a casting call with the specific information sought from creators who want to collaborate.
Another common request is for a free product in exchange for exposure. While some influencer campaigns are as simple as sending an influencer a free product in exchange for free publicity, they’re not all like that. There’s often a negotiation phase. Most commonly, compensation is a sticking point. If an influencer asks to negotiate compensation, a brand has a few options beyond simply saying ‘yes’ or ‘no.’ The brand can ask the influencer to include an additional piece of content for the same price, discount his or her rates in exchange for a long-term collaboration, or accept additional non-monetary perks. These perks can include VIP access to company events, networking opportunities, being the first to receive new products, sharing their content even when working on a campaign together, or exposure via brand channels. An example of an email sent in response to an influencer asking to negotiate compensation might read: “Hi [Name], Thank you for letting me know your compensation expectations. Unfortunately, I don’t have wiggle room in the budget. If you’re willing to keep your price at $[dollars] for the content, I can offer two additional perks: Event ticket. Free product. Let me know your thoughts.” When crafting this message, a brand can alter it to highlight the perks that fit its brand.
The third common scenario involves handling an influencer who has already posted user-generated content (UGC) on their accounts. Creators do not need to sign up an account to accept an offer. If a creator has posted UGC on their accounts, a brand can send a content request via a platform like Flex, allowing them to grant usage rights with credit.
When responding to any influencer request, a brand must maintain courtesy and respect for people who reach out. This is how loyal followers and customers are gained. Thus, even when reading emails of the same content, a brand should answer with pride and respect. If the brand needs to turn a request down, it should do it with grace. Furthermore, a brand must be responsive. There could be a lot of questions coming its way about its products and offers. As a brand marketer, one must be equipped with knowledge and be ready to face the crowd.
For influencers who have received a free product, there are professional standards to uphold. Receiving a free product from a brand can be a valuable opportunity, but mishandling it can damage both the relationship and the influencer’s credibility. Many make the mistake of treating freebies as mere favors or neglecting to provide honest feedback. The most important thing to avoid is ignoring the responsibility that comes with receiving free products—disrespecting the brand or the audience can lead to lost trust on both sides. Failing to disclose the product was free or posting content without genuine use of the item are common errors that hurt authenticity. Brands expect creators to use their products honestly and create content that reflects their real experience. Simply asking for free goods without showing appreciation or delivering quality content also weakens future opportunities. Handling free products professionally means maintaining transparency, being respectful, and understanding the long-term value of these partnerships beyond just receiving free items. These guidelines help ensure the arrangement benefits all parties involved and protects the influencer’s reputation. Brand partnerships involving free products are a common entry point for creators and influencers, and these collaborations serve specific marketing purposes and come with varying types of agreements.
In conclusion, the landscape of influencer requests for free products presents both opportunities and challenges for UK brands. While legitimate collaborations can be mutually beneficial, the practice of aggressively soliciting freebies can be exploitative, particularly for small businesses. Brands must approach these requests with a structured process, evaluating the influencer’s fit, negotiating compensation appropriately, and maintaining professional courtesy. For influencers, ethical practice requires transparency, genuine product use, and respect for both the brand and their audience. Understanding the motivations behind requests, whether from customers or influencers, allows for tailored and appropriate responses that uphold brand integrity and foster trust.