Invoicing a brand in another country is simpler than it looks. If the brand is a VAT-registered business elsewhere in the EU, you usually don't add VAT. You write "Reverse charge" on the invoice and include the brand's VAT number, and the brand handles the VAT on its side.
This is general information, not tax advice. Rules depend on your country and how you're registered, so check with an accountant before your first cross-border invoice.
What the invoice looks like
Say you're a VAT-registered creator in Amsterdam and you film one 30-second video for €99 for a coffee brand in Milan. The invoice needs:
- Your name, address and VAT number
- The brand's legal name, address and VAT number
- A unique sequential invoice number, invoice date and service-completion date (if different)
- What you delivered: "One 30-second UGC video"
- The amount: €99.00, with no VAT added
- The words "Reverse charge"
- Your bank details and the payment deadline
That's it. If the brand gave you a purchase order number, add it too, because many finance teams won't pay an invoice without one.
Three checks before you send it
Check the VAT number. Use the EU's free VIES tool to confirm the brand's number is valid. If it isn't, don't apply reverse charge until you've sorted it out with the brand.
Bill the right company. Ask the brand which legal entity should receive the invoice. Marketing teams often work for a different company from the one that pays.
Don't add your home VAT. Charging Dutch or French VAT to a business in another EU country is the most common mistake, and the invoice usually comes back.
Brands outside the EU
If the brand is in the US, the UK or anywhere else outside the EU, you generally don't charge EU VAT either. The invoice looks the same, but without "Reverse charge"; your accountant will tell you which note your country requires. A US company may also ask you to fill in a tax form (W-8BEN) before paying.
If you're on a small-business VAT scheme
Many countries let small creators skip VAT registration below a certain income. That doesn't automatically cover cross-border work: you may still need a VAT number for EU clients. This is the one question worth asking an accountant before you start.
Agree payment terms first
Before filming, agree the fee, the currency, when you'll be paid and who covers any bank charges. Keep the brief and the brand's confirmation with your invoice, so you can show what was agreed.
If you're paid in products instead of money, that can still count as income for tax purposes, so keep a record of it.
Working through a platform
On a platform, the platform may be your customer rather than the brand, or it may create the invoice for you. Check the platform's terms before you invoice anyone.
On Noovid, the fee is shown in each brief before you apply, there is no commission on what you earn and payment goes through the platform, so you don't chase brands for invoices. Noovid accepts creators in the 20 eurozone countries, with no follower requirement. Read more about UGC platforms for creators in Europe, what other creators charge in UGC creator rates in Europe, or how to become a UGC creator in Europe.
Frequently asked questions
Do I charge VAT to a brand in another EU country?
Usually not, if the brand is a VAT-registered business. Add "Reverse charge" and the brand's VAT number instead.
What if the brand's VAT number doesn't check out?
Ask the brand to confirm it. Don't apply reverse charge until you have a valid number, and ask your accountant how to invoice in the meantime.
Should usage rights be on the invoice?
A short line is enough, such as "including paid-ad usage rights as agreed in the brief". The full terms belong in the brief or contract.
Sources checked
- European Commission, VAT Invoicing, checked September 2026: invoice fields and reverse-charge wording.
- European Commission, Check a VAT number (VIES), checked September 2026: VAT-number validation.
- EUR-Lex, Council Directive 2006/112/EC, checked September 2026: place of supply (Article 44) and reverse charge (Article 196).
- Irish Revenue, The VAT treatment of Social Media Influencers, checked September 2026: platforms and payment in products.
- Internal Revenue Service, About Form W-8 BEN, checked September 2026: the form US payers request from foreign individuals.
Prices, eligibility and legal references change. Verify each source before relying on it.
Written by
Noovid Team
The Noovid editorial team: UGC specialists who work hands-on with vetted creators and brands worldwide every day. We turn what's working into practical guides for getting content that sells.
