Rights to UGC and creator content: what to spell out

A brand commissioned a video from a creator or gathered UGC from customers — and then wants to run it in ads, on the website, in seeding. Can it? It depends on what's locked down on rights. Let's break down the basics (this isn't legal advice, just a reference — check the details with a lawyer).

Why it matters

Content is an object of copyright. By default, the rights belong to the author (the creator, the customer). Using it in ads without permission risks claims, takedowns and a reputational scandal.

What's worth locking down

1. What content is created/transferred.
2. Where it can be used — only the author's blog? the brand's site? paid ads? seeding?
3. For how long — the term of rights (six months, a year, perpetual).
4. Can it be edited — cut, re-edited, text added.
5. Exclusive or not — can the author do the same for competitors.

Common mistakes

• "Agreed verbally" — later a dispute over who meant what.
• Thinking payment = all rights — paying for an integration doesn't mean the right to run the video in paid ads forever.
• UGC without consent — reposting a customer's video into ads without permission is also a risk.

UGC from customers

If you use customer content — get explicit consent for the use (at least in a message/form), especially for paid promotion.

Ad labeling

Beyond rights, remember the mandatory ad-labeling requirement — that's a separate legal requirement in many jurisdictions.

Takeaway

On content rights, it's important to spell out in advance: what, where, for how long, with edits or not, exclusive or not. That's insurance against claims and scandals. We help build work with creators and UGC systematically and carefully.