Creators and influencers on social media often produce user-generated content (UGC). This may include videos, pictures, written posts and more.
However, many influencers claim that brands are using their content without first obtaining permission. One study found that approximately 50% of creators have made this claim. This is a significant issue, not only for the creators but also for the brands accused of improperly using the content.
An underrecognized problem
According to the report, many believe the extent of intellectual property theft is underrecognized by the general public. This theft can damage a brand’s reputation, making consumers less likely to purchase their products in the future. However, if consumers are unaware that the content has been used without permission, they may simply assume that the companies have taken the proper legal steps. As these reports show, that assumption is often incorrect.
Not only do creators say their own content had been stolen, but 40% report knowing others who had experienced the same issue. Even for those who haven’t directly encountered intellectual property theft, it’s clear that it’s a common problem.
Content creators frequently reach out to brands when they discover their content has been used without permission. Despite this, about 50% of creators claim they never received a response. While many said the content was eventually removed, significant delays meant that brands had already benefited from using the unpaid content.
Addressing the issue
The ease with which the internet allows digital content to be taken without permission has created numerous legal challenges, such as those detailed above. Creators who experience intellectual property theft must understand their legal rights and explore all available options to protect their work.