Guidelines for Customers

Guidelines for Customers

DMAA wants booking models to be simple, transparent and professional for everyone involved.

Providing clear information from the beginning helps agencies find the right models, provide accurate quotations and avoid misunderstandings later in the production.

1. Provide a clear brief

When requesting models, please provide as much information as possible about the assignment, including:

• Production date and location

• Expected working hours

• Type of production

• Number and type of models required

• Creative concept or mood

• Wardrobe, hair and makeup requirements

• Travel or accommodation requirements

• Budget or expected fee level

If dates or details are still tentative, please make this clear when requesting availability or options.

2. Define usage before booking

A model booking and the commercial right to use the resulting material are closely connected.

Clients should clearly specify the intended usage before the booking is confirmed.

This should normally include:

• Media: e.g. E-commerce, Online, Social Media, Paid Digital Advertising, Print or Out of Home/Outdoor

• Territory: the countries or regions where the material will be used

• Usage period: how long the material may be used

• Any partner, retailer or third-party usage

• Any exclusivity requirements

Additional usage, new territories or extensions should be agreed with the agency before the material is used beyond the original booking.

3. Tell us about AI from the beginning

Any intended use of artificial intelligence must be disclosed before the booking.

Standard usage rights do not automatically include rights to use a model's image, likeness, voice or other material for AI training, synthetic content, digital replicas or the creation of new AI-generated imagery.

If AI forms part of the production or intended future use, please tell the agency so that the appropriate permissions and terms can be agreed.

Please see DMAA's AI Policy for further guidance.

4. Respect the agreed brief

Models accept assignments based on the information provided before the production.

Material changes to the concept, wardrobe, level of nudity, intimacy, physical activity or other sensitive elements should therefore be discussed with the agency and model before they are introduced on set.

A model should never be expected to participate in something materially different from the agreed brief without informed consent.

5. Create professional working conditions

Clients and production teams should provide a safe, respectful and professional working environment.

This includes:

• Reasonable working hours and agreed breaks

• Appropriate changing facilities and privacy

• Access to food and drinking water during longer productions

• Safe working conditions

• Respectful communication and behaviour

• Clear information about unusual physical requirements, locations or conditions

Models should be treated with the same professionalism and respect as every other member of the production team.

6. Working hours and overtime

The expected duration of the booking should be agreed in advance.

If a production is likely to exceed the booked hours, the agency should be contacted as early as possible.

Additional working time may result in overtime or additional fees depending on the individual booking and agency terms.

7. Travel, fittings and additional time

Travel days, fittings, rehearsals, callbacks and other requirements outside the main production should be disclosed when requesting the booking.

Where these activities require additional time or travel from the model, separate fees or expenses may apply.

8. Options, confirmation and cancellations

An option is not the same as a confirmed booking.

Please inform the agency promptly if an option is no longer required so that the model can be released for other work.

Once a booking has been confirmed, cancellation fees may apply in accordance with the relevant agency's terms and the circumstances of the booking.

9. Payments

Models are professional talent and should be paid according to the agreed booking and usage.

Clients should ensure that invoices are processed within the agreed payment terms.

Where the scope of the assignment or usage changes, additional fees should be agreed before the additional use takes place.

10. Work through the agency

Changes to a confirmed booking, including additional usage, extensions, additional production days or future reuse of material, should be handled through the model's agency.

This ensures that both the client and model have a clear record of what has been agreed.

A good production starts with clarity

Most booking issues can be avoided through clear communication before the shoot.

When in doubt, contact the relevant agency before confirming or changing the scope of a booking.

DMAA encourages clients, agencies and models to work together openly and constructively to create professional productions and long-term industry relationships.

Please note: Individual DMAA member agencies remain independent businesses and may have their own booking terms and conditions. The terms agreed with the relevant agency always apply to the individual booking.