Licensing
Part of UGC licensing and reuse permissions
Agreeing on paid advertising rights for UGC
Set paid UGC rights by asset, account, platform, term and edits. Keep creator agreements, platform authorisation and ad claim review aligned.
Agree on paid use before turning a creator video into an ad. An organic-post licence may not cover the proposed campaign. Name the asset, advertiser, account, platforms, dates, territory and permitted edits so both sides can see what is authorised.
Describe how the ad will run
Will the brand upload the file to its own ad account, promote the creator's existing post, or allow an agency or retailer to run it? Record each planned route, the visible account identity and the people who may use the asset. State the term, fee and process for approving a new route or extension.
Specify the version: a finished cut, shorter edit, still and raw footage are different deliverables. Say whether the brand may change the opening, subtitles, voiceover, call to action or product claims, and when the creator must review a revised cut. Agree on the proposed use of the creator's name, image, voice and post identity.
A useful paid-rights record covers:
- the exact file or post;
- advertiser, platforms, accounts and authorised users;
- campaign dates, territory and any relaunch terms;
- permitted edits and approval contact;
- separately licensed music, artwork or other material.
These are negotiation points, not a prescribed legal form. Replace “ad rights included” with terms that match the campaign.
Check platform and music limits
Promoting a creator post can require a platform step as well as a commercial agreement. TikTok says Spark Ads can use another creator's organic post with authorisation and allows the authorisation-code duration to be customised. Keep that record with the licence.
Check the soundtrack for the actual placement. TikTok says selected Commercial Music Library sounds may be used for organic or paid TikTok content, with region and usable-placement filters. A sound available to a creator in an app should not be treated as automatically cleared for every brand ad.
TikTok Commercial Music Library usage guidelines
- Available for paid use?
- Yes, with region and placement filters
- Available for organic use?
- Yes, but not automatically cleared for all brand ads
- Authorisation required?
- Yes, even if sound is available in app
- Duration of authorisation code
- Customisable by user
Approve the final ad
Review the cut, caption, thumbnail and landing-page promise together. A shorter edit can remove a qualification or change the impression of a product claim. Consumer law applies to social media advertising; the ACCC says it can require businesses to back up claims they make on social media, and can investigate false or misleading claims in social media advertising.
Keep the approved ad file, rights record, any platform authorisation and claim review under one asset identifier. Recheck them if the campaign, cut or dates change.
