New SAG-AFTRA Influencer Agreement and Influencer-Produced Sponsored Content Waiver: Key Provisions, New Opportunities

Description

The influencer marketing industry's value is expected to be close to $15 billion in 2022. As COVID-19 has impacted how performers engage on social media, the SAG-AFTRA responded. In 2021, SAG-AFTRA and the Joint Policy Committee (JPC) approved its new Influencer Agreement. The agreement seeks to protect both the performer and the union's jurisdiction.

Further, the SAG-AFTRA and JPC agreed to a new waiver to address how union advertisers deal with contracts with social media influencers producing their content. The waiver provides an avenue for agencies and advertisers that are signatories to the SAG-AFTRA Commercials Contract to contract with influencers in a union-approved arrangement.

The new Influencer Agreement and Waiver allow brands to use SAG-AFTRA members to create influencer content without concern that the content is categorized as a commercial under the SAG-AFTRA Commercials Contract and the associated issues that come with that. It also allows companies to engage influencers directly--all involved need to understand and protect their IP rights.

Listen as our authoritative panel of IP attorneys examines the Influencer Agreement's key provisions and the Influencer Waiver. The panel will address the implications of these documents and offer best practices for navigating these documents and leveraging the associated opportunities.