In short: A model release is written permission from a person who appears in a video, allowing a brand to use their image and voice. In a UGC video the creator is usually the only person on screen, and the creator’s permission belongs in the license. The gap is everyone else: a friend, a partner, a child, a passer-by. Sprintlaw’s UK guide says a separate release may be needed for each identifiable person, and that a creator who owns the video may not be able to consent for a friend who appears in it. The working rule for a brand is to know who is in the frame and to have the creator confirm that everyone recognizable agreed.
What a model release is
Wistia describes a video release form as a document signed by everyone who appears in a video, from hired talent to customers and employees, covering how the footage may be used. Typical contents include the media, editing rights, commercial use, the time limit, compensation and a release of liability. Its warning is plain: without the consent form, you could face legal hurdles that stop you using footage of the people in it. There is no universal format, and requirements vary by country.
When the creator is the only person on screen
For most UGC, the creator is the one talking to the camera. Their permission to use their image and voice should be part of the license you receive, and it is worth checking that it names them. Sprintlaw lists the likeness rights as image, voice, name, handle and performance, and says a release should cover the channels, the duration, the territory and paid uses such as boosting and whitelisting. A second Sprintlaw guide says a license should specify whether the brand can use the creator’s name, handle, likeness and bio. A license that covers “the video file” but is silent on the creator’s voice and image leaves a gap you will only notice when you run an ad. See the UGC contract checklist.
When someone else is in the frame
| Who appears | What to ask for |
|---|---|
| A friend or partner | Their agreement to the uses, confirmed by the creator in writing. Sprintlaw notes that a creator may not be able to consent for them. |
| A child | Sprintlaw says a parent or guardian should usually sign. The simplest answer is an adult-only brief. |
| People in the background | A shot where no one is recognizable, or their agreement |
| Another brand, a logo or a song | Not a person, but still third-party rights. See music in UGC ads. |
Image, voice and personal data
Sprintlaw points out that an identifiable image, voice recording or testimonial can be personal data under UK GDPR, and that a release should not confuse copyright permissions with data protection consent. For a brand the takeaway is practical: keep a record of who agreed to what, and be able to act if a person later asks for a video to be taken down. Other countries have their own rules on image and personality rights; this article does not cover them.
Put it in the brief
The simplest protection is one line in the brief. Examples:
- “The creator appears alone. No other people, children or pets in the frame.”
- “If anyone else is recognizable, the creator confirms that they agree to the video being used in ads.”
- “No logos, brands or music other than ours.”
These lines also make the review easier, because there is a clear thing to check. The method is in how to review UGC videos.
A quick check before you run a video
- Who is recognizable in the video?
- Does the license cover the creator’s voice, image and name?
- Has the creator confirmed that everyone else agreed?
- Do you hold a record of the approval date and the confirmation?
- Do you know how you would remove the video if someone asked?
On Usicri
On every upload the creator confirms, by ticking a declaration, that they filmed the video, that it shows real people, that they hold the rights for the uses in the Terms and that every person recognizable in it has agreed. Usicri records the time of each declaration (sections 3 and 5.1 of the Terms of Service). The license a brand receives once a video is approved and paid covers the creator’s voice, image and name as they appear in the video, for the same uses as the video, so the creator’s own likeness is not a separate negotiation. Usicri does not check videos for compliance before they are approved, and a declaration is the creator’s own statement, not proof of consent, so your review and your brief still matter. If someone appears in a video and wants it removed, they can ask through the report form. Creators on Usicri choose your campaign, and you pay only for the videos you approve, with no platform fee on videos approved through December 31 and a platform fee of 15% after that. See what the license covers and how it works for brands or create a free brand account.