Guidelines for Models

A professional model should always know what they are agreeing to, feel respected on set and have the confidence to speak up when something is unclear. These guidelines outline the standards DMAA believes every model should be able to expect.

Guidelines for Models

Modelling is professional work, and clear communication between the model, agency and client is essential.

These guidelines are intended to help models understand what to expect before, during and after a booking.

1. Know the booking

Before accepting a job, make sure you understand the basic details of the assignment, including:

  • Date and location

  • Expected working hours

  • Type of production

  • Client or brand

  • Intended usage of the material

  • Wardrobe, hair and makeup requirements

  • Travel or accommodation arrangements where relevant

If anything is unclear, ask your agency before the booking.

2. Understand the usage

A booking does not automatically give a client unlimited rights to use your image.

Usage should normally define:

  • Where the material may be used

  • In which countries or territories

  • For how long

  • Whether paid advertising is included

  • Whether third parties or retailers may use the material

If you see your image being used outside what you understood was agreed, contact your agency.

3. AI use requires clear consent

Your image, likeness, voice or identity should not be used for artificial intelligence, digital replicas, synthetic content or AI-generated imagery unless this has been clearly explained and specifically agreed.

AI rights are not automatically included in a normal booking.

If you are asked to approve AI use and do not understand exactly what is being requested, contact your agency before agreeing.

Please see DMAA's AI Policy for further information.

4. Your boundaries matter

You should know the nature of the production before arriving on set.

If a shoot changes significantly from the agreed brief, you are entitled to ask questions and contact your agency before participating.

This is particularly important where changes involve:

  • Nudity or transparency

  • Lingerie or intimate content

  • Physical contact

  • Sexualised concepts

  • Dangerous or physically demanding situations

  • Significant changes to the agreed wardrobe or concept

Consent to one type of production is not automatic consent to something materially different.

5. Professional conduct

Models are expected to behave professionally and respectfully on every assignment.

This includes:

  • Arriving on time and prepared

  • Following reasonable production instructions

  • Treating the crew and other talent respectfully

  • Informing the agency immediately if delays or problems arise

  • Taking reasonable care of clothing, products and equipment provided during the booking

Professional standards apply to everyone on set, including clients, agencies, crew and models.

6. Speak up if something feels wrong

You should never feel that you have to remain silent about inappropriate behaviour, unsafe conditions or pressure to do something you did not agree to.

If something feels wrong, contact your agency.

DMAA supports working environments where models are treated with dignity and where concerns can be raised without fear of negative consequences.

7. Health and wellbeing

Your health comes before a booking.

If you are unwell, injured or experiencing circumstances that may affect your ability to work safely, tell your agency as early as possible.

Models should not be pressured into unsafe working conditions, extreme physical requirements or practices that may negatively affect their health or wellbeing.

8. Changes, overtime and additional work

If a client asks you to work beyond the agreed hours, attend additional fittings, extend the production or perform additional work not included in the booking, contact your agency.

Additional work may require a new agreement or additional fee.

9. Payments and commercial matters

Fees, usage extensions and other commercial matters should normally be handled through your agency.

If a client contacts you directly about additional usage, future work or payment arrangements connected to an agency booking, forward the request to your agency before agreeing to anything.

10. Confidentiality and social media

Some productions are confidential until launch.

Do not share backstage images, campaign material, products or information on social media unless you know that the client has approved it.

If you are unsure, ask your agency first.

You should always be able to ask

A professional industry depends on models understanding their rights and being comfortable asking questions.

If you are unsure about a booking, your rights, usage, AI, working conditions or anything that happens on set, contact your agency.

Please note: DMAA member agencies are independent businesses and may have their own model agreements, booking procedures and policies. The agreement between you and your agency always applies to your individual representation and bookings.