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Rights, disclosure and AI
Who owns UGC content made for my brand?
It depends on the contract. Creators own copyright by default; brands get only the rights the agreement grants. Some marketplaces, such as Billo, say approved videos come with usage rights included. Agencies and studios should state ownership and usage in writing. For AI-produced ads, confirm commercial rights to the output.
Also answers: What legal rights apply to UGC content?
The legal rights that apply
- Copyright: belongs to the creator by default, from the moment the work is fixed (U.S. Copyright Office).
- Contract: decides what you can do with it: channels, duration, edits.
- Likeness: people shown on camera may have rights over how their face and name are used, so get releases.
- Advertising law: endorsements must be honest and material connections disclosed (FTC endorsement guidance).
- Platform terms: reposting from social doesn't give you ad rights.
Ownership by source
| Source | Default position |
|---|---|
| Customer's own post | Theirs; you need written permission |
| Marketplace creator | Per the platform's terms; Billo says rights are included |
| Freelance creator | Per your contract; often a licence |
| Agency or studio | Per the contract; check duration and channels |
| AI tool output | Per the tool's terms on commercial use |
Protect yourself
- Get rights in writing before production.
- Name the channels and duration explicitly.
- Keep signed releases for everyone on camera.
- For AI output, confirm commercial rights in the plan you pay for.
General information, not legal advice; laws differ by country.
Our own rules at ScrollStop Labs: AI presenters never pose as real customers, claims come from the label, and AI labels stay on.
Sources
- U.S. Copyright Office: Copyright in General (FAQ)
- FTC: FTC's Endorsement Guides, What People Are Asking
- Billo: How Billo pricing works (Oct 9 2026)
Related questions
What are UGC usage rights?Usage rights are the license a creator gives a brand to use their content.How much do UGC usage rights cost?Usage rights are often priced on top of the base video fee.Do UGC ads need to be disclosed?Yes, when there's a paid relationship. Ads run from your ad account are already labelled as sponsored.Is AI UGC legal?Yes, using AI presenters in ads is legal in the US.
Keep reading
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