How to Become a Brand Ambassador in Australia: Essential Guide

Contents

Are you passionate about promoting products or services you love? Becoming a brand ambassador in Australia is a fantastic way to turn your enthusiasm for brands into opportunities, whether you dream of collaborating with big companies, supporting local businesses, or building your personal brand online. But as with any professional role, being a brand ambassador isn’t just about posting on social media or wearing branded merchandise – there are real legal and business considerations to get right if you want to succeed and protect yourself long-term.

In this essential guide, we’ll walk you through how to be a brand ambassador in Australia. We’ll cover what the role involves, how to get started, how to set yourself up legally, and which key documents and laws you need to understand. If you’re serious about making your mark as a brand ambassador, keep reading – and remember, we’re here to help with the legal side whenever you need expert advice.

What Is a Brand Ambassador?

A brand ambassador is someone who actively represents and promotes a company’s brand, products, or services to new audiences. This could mean sharing content on social media, attending events, networking, or even wearing branded products. In Australia, the brand ambassador role has become increasingly professional – it’s no longer just influencers with huge followings. Micro-influencers, local advocates, athletes, and everyday customers are being tapped by businesses seeking authentic promotion.

Brand ambassadors are typically either:

Internal staff or employees (for example, sales representatives with brand promotion as part of their job description);
External individuals (often contractors, freelancers, or small business owners) engaged for a specific campaign or ongoing role.

The arrangement can be paid (salary, commission, or benefits) or unpaid (such as products, perks, or exposure). Either way, it’s crucial to know your rights and responsibilities – and to ensure everything is legally set out.

How Do I Become an Ambassador for a Brand?

Becoming a brand ambassador requires both personal initiative and a professional approach. Here’s how you can get started:

1. Build Your Personal Brand and Platform

Start by asking yourself: What makes you a great fit as a brand ambassador? Perhaps you have a strong social media presence, are active in a local community, or have expertise in a relevant industry. Focus on:

Identifying your unique strengths and personal values
Creating quality content and building an engaged audience (online or offline)
Communicating your interests and expertise on your platforms

Brands look for ambassadors whose audience and values align with their own. Being genuine and consistent is key.

2. Do Your Research

Consider which brands you’d be excited to represent. Research their values, messaging, and how they currently work with ambassadors. This will help you craft tailored pitches and show you’re a good fit.

For example, if you want to be a brand ambassador for an eco-friendly company, follow their campaigns, engage with their content, and understand their approach to sustainability so your pitch is personal and relevant.

3. Reach Out and Apply

You can approach brands directly with a proposal (often via their website or social media), or join ambassador programs that brands regularly advertise. Many larger companies list opportunities on their career or ambassador program pages.

Your pitch should include:

Who you are (background and platforms)
Why you love their brand
How you can help promote them (be specific: content creation, events, samples, testimonials, etc.)
Evidence of your reach or community influence

4. Negotiate the Terms

If a brand is interested, you’ll negotiate the scope of your role, compensation, expectations, and timelines. This is where things get serious – and where legal documents become essential (see below for details).

Should I Register as a Business to Be a Brand Ambassador?

This is a common question, especially as brand ambassador work becomes more formalised in Australia. You’ll need to decide whether you’ll act as an individual (sole trader) or set up a company or partnership. Each option has its pros and cons:

Sole Trader: Operate under your own name with an ABN (Australian Business Number). Simple setup, minimal costs. You are personally liable for business debts.
Company: Register a company with ASIC for stronger legal protection and credibility. Suitable if you plan to scale up or work with bigger brands (learn how to set up a company here).
Partnership: If you’re teaming up with others, consider a partnership with a clear partnership agreement.

Most brand ambassadors start as sole traders and can upgrade later. Regardless of your structure, you’ll need to keep records, invoice for payment, and manage your tax responsibilities (this may include registering for GST if you earn above the threshold).

What Laws and Regulations Do Brand Ambassadors Need To Follow?

As a brand ambassador in Australia, you’re not just representing yourself – you’re representing the brand. That means you must comply with all relevant laws, including:

Australian Consumer Law (ACL): You must not make false, misleading, or deceptive claims about a product. If you do, both you and the brand can be held responsible for breaches. Read more about ACL here.
Advertising and Influencer Guidelines: The Australian Association of National Advertisers (AANA) Code of Ethics sets rules for truthful, respectful advertising, especially on social media. Disclose if you’ve been paid, gifted, or otherwise incentivised for a post (more on influencer codes).
Privacy Law: If you collect, store, or use personal data (for giveaways, newsletters, etc.), you need to comply with the Australian Privacy Principles and may require a Privacy Policy.
Employment or Contractor Law: Know your status. Most brand ambassadors are contractors, not employees – but misclassification is a risk. Make sure your engagement terms are clear (see legal documents below).
Intellectual Property Law: Protect your original content (such as photos or videos you make) and respect the IP of the brand you represent (IP rights explained).

It’s important to stay up to date with any changes in these laws – and if you’re unsure, it’s worth seeking specialised legal advice to ensure your arrangements are compliant.

What Legal Documents Will I Need as a Brand Ambassador?

Having the right legal documents isn’t just about protecting your interests – it can also make you more attractive to brands. Here are the essential agreements to consider:

Brand Ambassador Agreement: This is a contract between you and the brand, outlining your scope of work, deliverables, compensation, term, guidelines for representation, confidentiality, intellectual property rights, and termination provisions. Learn more about Brand Ambassador Agreements here.
Influencer Agreement: Similar to a brand ambassador contract, an influencer agreement covers content creation, brand obligations, legal compliance (such as disclosure rules), and dispute resolution.
Contractor Agreement: If you’re being engaged as a contractor, a clear contractor agreement outlines your independence and payment terms – essential for managing liability and expectations.
Privacy Policy: Required if you collect or handle personal customer data – for example, for competitions or email lists. (Get help with Privacy Policy)
Content Release or Intellectual Property Licence: If either party is using content (photos, videos, testimonials) for commercial purposes, you should clarify who owns the copyright and who can use the content. (More on IP protection.)
Non-Disclosure Agreement (NDA): Protects any confidential brand knowledge you might be exposed to, such as strategy, product launches, or customer lists.

Remember: These contracts aren’t “one size fits all.” Make sure your agreements are tailored to your specific arrangement and are compliant with Australian law. Cheap or copied templates can leave you at risk – so we recommend working with legal experts to review or draft your documents.

What Are My Tax Obligations as a Brand Ambassador?

If you’re paid for your work – whether in cash, products, or commissions – it’s considered income and must be reported to the ATO. As a sole trader, you’ll need to include this in your tax return, keep invoices and receipts, and set money aside to cover your tax obligations at year’s end.

You may want to speak with an accountant or bookkeeper to set up your processes, especially as your ambassador work grows. And if you earn over $75,000 per year, you’ll need to register for GST.

Protecting Your Reputation and Brand

Your personal reputation is everything as a brand ambassador. Protect it by:

Working with brands and products you believe in (authentic endorsement builds trust)
Documenting clear agreements for every engagement
Complying with all laws and disclosure requirements
Keeping business and legal records for every campaign
Registering your own trade mark if you have a unique name or logo

If you want to take things further, consider building a formal business around your ambassador work – this gives you more control, scalability, and legal protection. It’s also a foundation for expanding into related areas like consulting, events, digital content, or even launching your own product line.

Common Pitfalls for Brand Ambassadors

Many new brand ambassadors make the mistake of:

Not formalising the arrangement (verbal agreements leave you unprotected if there’s a disagreement or payment issue)
Not reading their contract carefully (understand what you’re agreeing to, especially around exclusivity, content rights, and termination)
Neglecting Australian legal requirements (many templates from overseas won’t comply with our laws)
Failing to disclose paid or gifted endorsements (a breach of both advertising codes and potentially the law)
Misclassifying yourself as a contractor when the arrangement is really employment (which can affect your legal rights and obligations)

Avoid these traps by getting things in writing and working with professionals where possible.

Can I Be a Brand Ambassador If I’m Also Employed or Run Another Business?

Yes, but check that:

Your main employment contract doesn’t prohibit outside work (some employers bar “side hustles” or competitor collaborations)
There’s no conflict of interest or intellectual property crossover
Your ambassador activities don’t use confidential information from another job

If in doubt, seek legal advice. Flexible arrangements are common, but it’s important to be transparent.

Key Takeaways

Becoming a brand ambassador in Australia takes more than just passion – it requires careful planning, professionalism, and legal awareness.
Set yourself up as a sole trader, company, or partnership if you plan to pursue paid arrangements, and obtain an ABN as needed.
Comply with Australian Consumer Law, advertising codes, privacy requirements, and ensure you’re properly classified as a contractor or employee.
Have a clear Brand Ambassador Agreement or equivalent contract, along with NDAs and other essential legal documents tailored to your situation.
Maintain records, manage your tax obligations, and prioritise your professional reputation.
Get legal advice early, especially as your ambassador work grows or gets more complex.

If you’d like a consultation on how to be a brand ambassador in Australia – from contract reviews to business setup or legal compliance – you can reach us at 1800 730 617 or team@sprintlaw.com.au for a free, no-obligations chat.

Alex Solo

Alex is Sprintlaw’s co-founder and principal lawyer. Alex previously worked at a top-tier firm as a lawyer specialising in technology and media contracts, and founded a digital agency which he sold in 2015.

Do you need legal help?
Get in touch now!

We'll get back to you within 1 business day.