Legal

Legal framework and industry standards

DMAA works to strengthen legal clarity and professional standards within the Danish model industry.

Our role is to identify common legal and regulatory issues affecting models, agencies and clients, develop shared industry principles and contribute to clearer and more transparent working practices.

Model rights and image usage

A model’s image, identity and likeness are central to their professional work.

DMAA supports clear agreements regarding how images and other content may be used, including:

• The agreed media and platforms

• Geographic territory

• Duration of usage

• Paid advertising and commercial promotion

• Third-party and partner usage

• Extensions or renewals of usage rights

• Digital alteration and reuse of existing material

Usage should be clearly agreed before production wherever possible and should reflect the scope of the commercial use.

Consent and transparency

DMAA supports informed and transparent consent.

Models should be able to understand how their image, likeness and personal information will be used before agreeing to a booking or additional usage.

Where the intended use changes materially, additional consent and appropriate contractual agreement may be required.

Artificial intelligence and digital rights

Artificial intelligence creates new legal and ethical questions for the model industry.

DMAA works to promote responsible standards for the use of AI in relation to models and creative content.

We believe that a model’s image, identity or likeness should not be used to create AI-generated, synthetic or materially altered content outside the agreed purpose without appropriate transparency, consent and contractual rights.

DMAA continues to follow legal and regulatory developments in this area and may issue further industry guidance as standards evolve.

Contracts and bookings

DMAA supports clear written agreements between agencies, models and clients.

Relevant terms may include:

• Scope of the assignment

• Fees and payment terms

• Usage rights

• Cancellation conditions

• Working hours and location

• Travel and expenses

• Health, safety and working conditions

• Rights relating to photography, video and digital content

Individual agreements remain the responsibility of the parties involved.

Professional and responsible working conditions

DMAA supports an industry in which models are treated professionally and with respect.

This includes clear communication, appropriate working conditions, respect for personal boundaries and responsible handling of personal information and imagery.

DMAA may develop common recommendations and industry standards where this can improve clarity and consistency across the market.

Competition law

DMAA is an industry association made up of independent businesses.

Member agencies remain competitors and make their own independent commercial decisions.

DMAA does not coordinate:

• Model or agency pricing

• Fees or commission levels

• Allocation of customers or markets

• Commercial terms between individual agencies and clients

• Other conduct that could restrict lawful competition

Industry cooperation through DMAA must always take place within applicable competition law.

External legal advisers

Where appropriate, DMAA may work with external lawyers, public authorities and other professional advisers on matters affecting the industry.

This may include legal developments relating to AI, consent, image rights, digital content, working conditions and other areas relevant to the model industry.

General information only

Information, guidelines and statements published by DMAA are intended as general industry information.

They do not constitute individual legal advice and do not replace the need for independent legal advice in specific cases.

Member agencies, models, clients and other parties remain responsible for their own agreements, decisions and legal compliance.

Contact

For questions concerning DMAA’s legal work or industry standards:

info@dmaa.dk