Almost every problem between brands and creators in Italy comes from the same point: the video was delivered, but nobody wrote down what may be done with it. Five lines agreed before filming avoid ninety percent of the arguments.

The five points to put in writing

  1. Channels. Organic on the creator's profiles, organic on yours, paid ads: three distinct levels, three distinct prices.
  2. Duration. Three, six or twelve months. If you want perpetual, it has to be paid for as such.
  3. Territory. Italy, Europe, worldwide.
  4. Editing. Whether you may recut, add subtitles, use extracts, change the music.
  5. Image consent. Face and voice are a personal right, separate from the video, and they need covering with the same limits.

What changes when the campaign becomes advertising

Sponsored content published by the creator on their own channels has to be recognisable as such. In Italy that means a clear label in the caption or in the video. If instead the material runs as an ad from your advertising account, the obligation is yours as the advertiser.

The two costliest brand mistakes

Using the video past expiry. Licences run out. A video still circulating after twelve months without renewal is a problem you discover when somebody reports it.

Buying without explicit image consent. The file is yours by contract, the person's face is not. They are two separate rights and you need both.

What to ask for at purchase

A short document, not a twenty page contract: description of the work, the five points above, price, timing, revisions. If the creator already has one, better still: it means they have worked with serious brands before.

Keep reading

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Frequently asked questions

Do I need a formal contract?

A written agreement with the five points is enough.

Is the file I bought mine forever?

Only if the licence says so explicitly.

Who adds the ad disclosure?

The creator on their channels, you on your ads.

Can I recut the video?

Only if editing was agreed.