Context & Spirit of the Code

This Code of Conduct contains a set of values, behaviours and requirements that creators and their professional representatives sign up to when becoming members of the Digital Creator Association. Our members commit to living up to both this Code of Conduct and the spirit of the Code in their professional capacity.

 This Code of Conduct was designed in collaboration with representatives and digital creators from the Digital Creator Association.

1. Professionalism

a.  Treat all third-party partners (for example brand representatives and event staff) with mutual respect.

b. Act in a professional manner when working with brands and online platforms, including using best efforts when creating content and delivering to agreed deadlines.

c. Use your best efforts to deliver contractual promises in all agreements made with third parties.

d. Endeavour to act at all times with integrity when dealing with your audience and third-party partners.

2. Transparency

a.  Use your best endeavours to ensure that any advertising content that you distribute complies with the following in relation to disclosure of content as marketing communications: the law or applicable advertising regulation and any present or future applicable code of practice or adjudication of the Committee of Advertising Practice and applicable ASA guidelines.

b.  Endeavour to not purposefully mislead your audience in your content, including that which relates to products or brands (be they third party or your own).

c.  Address any issues with client partners upfront and in an open and honest manner.

d. Be clear and upfront on your own pricing.

3. Honesty

a.  You must have a genuine social media following that has grown naturally and organically and has not been purchased or otherwise procured by way of fake followers or bots and you have not in any way artificially inflated your following on any social media platform.

b.  All content and social channel performance metrics provided by you to brands and other third parties will be accurate and not misleading.

c.  You will not intentionally use your platform to spread harmful misinformation.

d.  You will not intentionally mislead your audience on any material matters.

4. Accountability

a.  You recognise that you have a responsibility to consider the mental health implications of the content posted by you on social media.

b.  Ensure that you have the capability and time to deliver what you have agreed with your audience or third parties.

c.  You will take your responsibility to brand and other partners seriously.

d.  Ensure that clients are kept informed and consulted as necessary.

e.  Be conscious of the profile of your audience and take particular care when communicating with the young, children and other higher risk groups.

5. Champion Representation and Inclusivity

a.  You will not use your platform to promote hate speech or foster hostile attitudes towards marginalised groups.

b.  You will not post content that could be seen to overtly harass or bully another creator in the industry.

c.  You will endeavour to champion all forms of inclusivity and representation in the influencer industry.

d.  You will not discriminate in your choice of clients or third-party partners.

e.  Do not engage in any actions or conduct that could reasonably be considered discriminatory or use discriminatory language on social media, including but not limited to racist, sexist, homophobic or transphobic language.

6. Further Professionalise the Creator Industry

a.  Be conscious of the work of the DCA and endeavour to further its work, communicate with fellow members and attend its events.

b.  Share non-sensitive / proprietary knowledge and insight with fellow creator members and collaborate creatively where appropriate.

7. Management / Agent Specific Obligations

a.  Offer the services of and represent talent only with the explicit consent of the client in writing.

b.  Have a separate talent client account in which client monies are kept.

c.  Account for and remit all monies received on behalf of talent clients within a maximum of 21 days of bank clearance unless the talent client has given express agreement otherwise. 

d.  Act at all times when advising or negotiating on behalf of a talent client with regard to their professional welfare and mental health. 

e.  Be transparent at all reasonable times with talent clients in regard to any requests for and queries regarding statements of their accounts and promptly and regularly provide all clients with full details of any transaction handled by you on the talent client’s behalf. 

f.   Comply with your fiduciary duties when managing talent.

g.  Act in an honest and transparent manner when dealing with present and past talent clients.

h.  You will at all times act in the best interests of your talent clients.

i.   Proactively act to enhance your talent client’s career and income.

j.   Be clear and upfront of your expectations on talent clients prior to agreeing to work together.

k.  Agree your commission or other remuneration upfront with talent creators and ensure that any change is mutually agreed with your talent client in advance in writing.

l.   Provide talent clients with any information that the clients may reasonably request relating to their contracts negotiated by you (subject to obligations of confidentiality and compliance with data laws).

m. Adhere to data protection laws such that are in force at the current time with regards to the personal data of your talent clients and ensure that you have measures in place to protect your clients’ personal data and confidential information.

n.   Provide reasonable assistance to talent clients when transitioning to new management.

o.   With regard to commission to be paid by talent post representation, ensure that any such commission (in terms of both rate and the period for which they are to apply) could be considered reasonable in the context of the industry, talent and the services you have provided.  Ensure that any such terms are agreed and understood by all parties prior to entering into your agreement for representation.

8. Ending your Membership and Fees

a. The DCA may remove your membership at its discretion and immediately on notice, including without limitation in the following circumstances: (a) your breach of our Code of Conduct (either in spirit or specifically), (b) in the event that you are charged with or have committed an illegal act; (c) you undertake any act or conduct (by act or omission) that materially adversely affects, or could reasonably be expected to materially adversely affect, the reputation of the DCA or our members; (d) you engage in any actions or conduct (by act or omission) involving moral turpitude or discrimination; (e) you undertake any act or conduct (by act or omission) which does or may bring you, us or our members under ridicule, contempt, scandal or public disrepute, or which is otherwise insulting or offensive; or (f) you become insolvent, enter into liquidation, pass a resolution for winding up or take or suffer any similar, analogous or equivalent action.

b. Whilst at the time of publishing there is no membership fee payable to join the DCA, in the future the DCA may require its members to pay an annual membership fee. In such circumstances, you will be given reasonable notice of such intention to charge a membership fee and may decide whether to cancel your membership or continue as a member of the DCA and pay the applicable membership fee. For the avoidance of doubt, you will NEVER be obligated or required to pay any membership fee to the DCA without your express written agreement to do so in advance.