Model Photos & Content Usage Period: Get All Your Copyright & Licensing Questions Answered

Hello from the Spotlite Team! 😊

Today, we’re diving into one of the most frequently asked questions regarding model contracts—the usage period of creative assets. When reviewing model contracts, you’ll typically find the following terms included:

Common Contract Terms

1. Usage Media

• Online (SNS, brand websites, e-commerce platforms)

• Secondary online advertising

• Outdoor advertising (buses, subways, billboards, etc.)

• TV commercials

• Printed materials (brochures, posters, etc.)

2. Usage Period

• 6 months / 12 months / 18 months / 24 months

3. Exclusivity Clause

• The model is restricted from appearing in advertisements for similar products within the same category during the contract period.

If you’ve ever faced difficulties negotiating the usage period with models, clients, or agencies due to different interpretations, this article will clarify the most widely accepted standards in South Korea and globally.

Defining the Online Usage Period in the Era of SNS & E-Commerce

In commercial advertising, the usage period specifies how long an advertisement (photo, video, etc.) can be used on a given platform or medium. This period is determined by an agreement between the client and the model.

At Spotlite, we define the usage period based on the upload (posting) date of the content.

Q1. How is the Start and End Date of the Usage Period Determined?

Start Date:

• The date when the advertisement is first uploaded (posted).

For example, if:

• Contract signing date: January 1, 2025

• Shooting date: February 1, 2025

• First upload date: March 1, 2025

Then, the usage period begins on March 1, 2025.

End Date:

• The end date is determined based on the agreed-upon usage period from the start date.

Q2. Do I Need to Delete the Uploaded Content After the Usage Period Ends?

Yes, Spotlite defines the usage period based on the upload date.

Once the usage period expires, all previously uploaded content must be deleted from the brand’s YouTube, Instagram, e-commerce channels, etc.

• No new advertisements can be uploaded or modified.

Exception: If both the model and client mutually agree to keep the uploaded content beyond the usage period, the content may be archived.

Q3. How Can I Continue Using Content After the Usage Period Ends?

If you wish to extend the usage period, you have two options:

1. Pay an additional fee directly to Spotlite.

2. Negotiate with the model through Spotlite to establish a new agreement.

Spotlite can assist in mediating and guiding you through the process.

Q4. What Happens if I Use Content Beyond the Contracted Usage Period?

Exceeding the usage period may result in penalties or legal actions. Here are examples of violations:

1. Offline Content Violations

• Failing to remove expired advertisements from public spaces.

• Keeping advertisements visible to the general public after the usage period.
  (Printed materials distributed during the contract period are exceptions.)

2. Online Content Violations

• Continuing to use the content after the expiration date through:

  • Reposting or modifying advertisements.

  • Reusing content without permission.

  • Failing to remove advertisements after the usage period unless a mutual agreement has been made.

3. Online Sponsored Advertising Violations

• Running paid advertisements after the agreed usage period.

• Failing to take down expired sponsored advertisements.

Q5. If I Reduce the Usage Period to Less Than 6 Months, Will the Model Fee Be Cheaper?

No. The minimum copyright usage period on Spotlite is 6 months.

• The model fee is fixed at a minimum cost for a 6-month period, meaning reducing it further will not lower the fee.

Q6. Is Unlimited Usage Allowed?

As explained in Q2, if both the model and client mutually agree to maintain uploaded content beyond the usage period, it can be archived as an exception.

However, the maximum commercial usage period Spotlite allows is 24 months.

If you need to extend it beyond 24 months or require unlimited usage, you can:

• Mention it in your model request inquiry, and the model will review and respond accordingly.

• Additional costs may apply.

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If you're new to model contracts and find the process difficult, let Spotlite make it simple and efficient for you.