Bringing into focus the design aspect of thin film electro‐active polymer actuators justifies the deployment of a structural mechanics framework. We propose a physically consistent constitutive model for such actuators, which is valid for plates and shells as material surfaces within a complete direct formulation. To this end, we use the principle of virtual work to deduce the general form of the constitutive law from an augmented Helmholtz free energy, as a function of the structural Green‐Lagrange type strain measures and of the material electric field, without the need of a‐priori assumptions concerning the state of strain and stress. Mechanical deformations of thin film devices– e.g. made of polyurethane– under the action of an external electric field, are caused by two different sources. On the one hand, the applied electric field causes a dielectric polarization of the polymer matrix, yielding to corresponding attractive electrostatic forces between the electroded surfaces resulting into a squeezing of the film. On the other hand, crystalline graft units with a certain natural, but arbitrarily directed polarization, embedded in between the polymer chains, have to align in the direction of the applied electric field such that a rotation of the whole crystal unit takes place. This rotation results in an additional macroscopic thickness squeeze– known as the electrostrictive effect. We treat both electromechanical coupling phenomena separately, where it turns out, that the electrostatic forces can be accounted for by an electrical contribution to the augmented free energy, whereas, the electrostrictive effect is taken into account in the elastic part of the augmented free energy by virtue of a hybrid multiplicative and additive decomposition of the plate/shell deformation measures. Benefiting from the structural mechanics formulation, we gain a lower– two‐dimensional– formulation, which provides a clear physical insight into the nature of the deformation process initiated by the external electric field. E.g. for the linearised problem, a comparison to the literature on thermoelastic plates and shells uncovers the action of the electric field as a combined source of self‐stresses. In order to solve particular problems, the constitutive relation of the geometrically and physically nonlinear formulation is implemented into our in‐house finite element code. The computed results, which were tested against results from the literature as well as against test problems of our previous work (where numerical integration of the three dimensional plate/shell augmented free energy through the thickness was employed), show a very good agreement. [ABSTRACT FROM AUTHOR]