Influencer & Public Figure Protection

It takes years to build a reputation and only moments to protect it

Social media has gained a prominent place in people’s lives in the past five years. Platforms that started off to help people stay connected have now become a dependable source of income for many. The number of influencers is growing fast as it is seen as a way to gain creative freedom, escape the 9-to-5, gain recognition and influence the lives of others.

Choosing to work as an influencer is not just about the glitz and the glamour; there are still risks associated with this career choice such as media and contractual risks that come with public appearances and the content they share on their social channels and websites. These risks can be very costly with potential Advertising Standards Authority (ASA) breaches, brands potentially suing influencers for not including #ad on sponsored posts, copyright infringements, breach of contract, and so on. Therefore, ensuring the right coverage is in place is essential so you or your clients don’t make headlines for the wrong reasons.

With this in mind, Hiscox has built an Influencer and Public Figure Protection insurance product, covering the risks influencers and high-profile individuals face as they lead their lives in the public eye. The policy will be aimed at those with a public reputation and/or social media channels used for commercial purposes. Those covered includes celebrity chefs, model/fashion, lifestyle/fitness, CEOs and business leaders, musicians, authors, academics, industry leaders, athletes, artists, comedians, gamers, TV/radio personalities, actors/actresses and retired politicians.

The policy covers:

1. Professional Indemnity (PI) – This area of cover is designed to cover the Influencer’s content disseminated across their social media and to cover claims arising from breach of promotional contracts.  Hiscox PI cover on this policy differs from standard covers offered by their competitors in that it is designed to respond to claims arising from unauthorised access to the Influencer’s social media (e.g. Hacking /Posting defamatory content).  Other areas of cover include Intellectual Property Infringement, Breach Of Confidentiality, Breach of Licence, Negligence, and Breach of Advertising Statutes and codes.  So here, cover is for the Financial Losses incurred by Third Parties and/or Legal Expenses in defending or deflecting claims that may be alleged.
2. Public/Products Liability (PPL) – This area is the more conventional cover against Third Party Damage to Property/Injury arising from negligent acts on the part of the Influencer (with the exclusion of injury arising from Sports-related incidents). For example, if the Influencer were to accidentally fall at their client’s premises and cause damage to equipment/IT systems, etc, causing both physical damage and possibly interruption of business – this situation would be handled via the Public Liability section of cover. The Products Liability section would again provide protection against claims arising from injury or damage caused by products supplied during the influencers’ services. Whilst it may be considered highly unlikely if third-party end customers became sick or suffered even worse after consuming or using products promoted by the Influencer, this is where this section of cover kicks in and would indemnify against the resultant remedial costs and, again, any Legal Costs incurred in defending or agreeing any claim.

Due to the risk involved and the high visibility of content that is shared, it is essential to consider getting the right cover to protect yourself.

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