National Trust charges influencers for filming at historic sites

The National Trust is charging influencers and social media creators who wish to film at its properties, even as the charity earned £3.1 million in location fees last year.

The policy, which requires anyone creating paid-for or gifted content to pre-book through the Filming and Locations Office, is not new but has drawn fresh attention after reports in the Daily Telegraph and the Sun this week.

“Our filming policy isn’t new,” a National Trust spokesperson said. “As a charity, the fees we make from commercial filming go back into caring for beautiful landscapes, buildings and gardens.”

The National Trust, founded in 1895, was created to “promote the permanent preservation for the benefit of the nation of lands and tenements (including buildings) of beauty or historic interest.”

Its portfolio includes historic houses, tea rooms, coastal paths, and gardens, many of which have appeared in films and television shows.

Properties such as Chartwell, Petworth, and Fountains Abbey have been featured in productions including Downton Abbey, Wolf Hall, Bridgerton, Peaky Blinders: The Immortal Man (Calke Abbey), Game of Thrones (Castle Ward), and Bond and Indiana Jones films (Stowe).

Under the policy, “any influencer, social media auditor or citizen journalist who wishes to create paid-for or gifted content on social media must pre-book through the Filming and Locations Office.”

Critics have questioned why individual visitors should pay fees, but the National Trust said the policy applies only to commercial activity, not personal use.

The charity has faced culture-war controversies in recent years, including accusations of “wokeness” from the insurgent group Restore Trust after revealing that some of its properties have historical ties to slavery.

Another flashpoint involved the introduction of a vegan scone recipe in its cafes, which some critics labeled as excessive political correctness.

“The culture warriors have reached the gates of the citadel … National Trust scones have been made without butter for many years,” Celia Richardson, the trust’s director of communications, said on X at the time.

The National Trust later published its scone recipe online, allowing home bakers to use as much dairy as they like.

Members have also thwarted efforts to elect opponents to the National Trust council, which appoints board members, signaling continued support for the charity’s direction.

The message for influencers is clear: pre-book and pay the required fees, or face backlash.

The National Trust’s motto is “For everyone, for ever,” reflecting its mission to preserve heritage for public benefit.

In addition to location fees, the trust derives income from memberships, entrance fees, and commercial partnerships.

Its properties range from grand country houses to coastal paths, offering diverse backdrops for social media content.

The filming policy is enforced to ensure that commercial use does not interfere with visitor experience or conservation efforts.

Influencers are advised not to rely on generative AI tools to create generic stately home imagery for TikTok without proper authorization.