A Marketer’s Guide to Consent & Model Contracts
Legal and ComplianceConsent vs. Model Contracts
When we are talking about corporate marketing content that contains videos or pictures with identifiable people—whether these are your employees or customers—then you need their permission (consent)—ideally in writing. But sometimes we also hear about the legal term “model contract”, so what’s the difference, and what should you use to ensure you stay compliant?
What is a Consent Form?
• A consent form is something that’s voluntarily signed.
• Consent can be withdrawn at any time by the participant.
What is a Model Contract?
• A model contract indicates a payment has been made to the participant/model.
• Unlike consent, a model contract cannot be withdrawn.
This distinction is important because many companies use consent forms for everything, which can cause issues. If someone withdraws their consent, you may be unable to use the content anymore.
Why Model Contracts Can Be Crucial
If you’re filming expensive corporate b-roll footage with multiple people, relying solely on consent can be risky. If even one participant withdraws their consent, you may have to discard or re-edit your footage.
A model contract protects your content investment by ensuring participants cannot opt out later. This is especially important if you’re spending significant resources on production (crew, locations, gear, etc.).
The looks from my Voyager LUT pack give our image some color separation from the get-go.
How Much Should You Pay?
A model contract requires payment, but the amount should be considered reasonable. While there are no strict guidelines, here’s what we’ve seen:
• 100 euros for a short session (1–2 hours)
• Thousands of euros for a full day, especially for professional actors or influencers
A very low payment (e.g., $20 for a 12-hour global campaign) would likely be considered unfair. Companies typically consult their legal team to set fair rates.
Using Both Consent and Model Contracts
Many companies use a mix of consent forms and model contracts, depending on:
• The value of the content
• How long they need it
• The risks of someone opting out
Balancing these factors helps you determine what type of release form is right for your individual project.
How Mediacloud.ai Helps
All customers using Mediacloud.ai can use our legal templates and Quick consent technology to ensure they stay compliant by following our guidelines and advice.
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