The National Trust has found itself at the centre of another controversy, this time over its policy of charging influencers and social media creators who wish to film paid-for content at its historic sites. The charity, which generated £3.1 million in location fees last year, requires anyone creating commercial or gifted content to pre-book through its Filming and Locations Office, with a fee of £360.
What is the National Trust?
Founded in 1895, the National Trust was established to promote the permanent preservation of lands and buildings of beauty or historic interest for the benefit of the nation. Today, it cares for hundreds of historic houses, gardens, and coastal paths across England, Wales, and Northern Ireland.
Film and TV Connections
Many of the Trust's properties have served as backdrops for popular films and television series. Notable examples include Chartwell, Petworth, and Fountains Abbey, which have appeared in productions such as Downton Abbey, Wolf Hall, and Bridgerton. Calke Abbey featured in Peaky Blinders: The Immortal Man, Castle Ward stood in for Game of Thrones, and Stowe has been used in both James Bond and Indiana Jones films.
The Influencer Fee Policy
The policy of charging influencers is not new, but it gained fresh attention this week following reports in the Daily Telegraph and The Sun. A National Trust spokesperson explained: "Our filming policy isn't new. As a charity, the fees we make from commercial filming go back into caring for beautiful landscapes, buildings and gardens." Critics argue that the fee is excessive for individual creators, but the Trust maintains it is necessary to protect its sites and generate revenue for conservation.
Recent Controversies
The National Trust has faced several culture war battles in recent years. The insurgent group Restore Trust has accused it of "wokeness" for revealing historical ties to slavery at some properties. Another dispute, dubbed "scone-gate," erupted when the Trust introduced a vegan scone recipe in its cafes. Celia Richardson, director of communications, defended the move on X, stating that scones have been made without butter for many years. However, the Trust has also published a traditional scone recipe online for those who prefer dairy.
Membership and Governance
Despite these controversies, members have successfully thwarted attempts by opponents to gain seats on the National Trust council, which appoints board members. This demonstrates the strength of support for the charity's mission, summed up by its motto: "For everyone, for ever."
Implications for Influencers
For influencers and social media creators, the message is clear: pre-book and pay the fee, or risk facing the wrath of the Trust's defenders. As one observer noted, the National Trust is not a place for free promotional content. So, if you plan to film a TikTok at a stately home, be prepared to cough up.
