UGC exclusivity fees: estimate the work you may lose
Define the category, activities and term a clause restricts, then compare the extra guaranteed fee with possible lost work.
An exclusivity fee should compensate for the work and options the restriction removes. Define the category, named brands, activities, markets and period first. Then compare the extra guaranteed fee with a realistic estimate of the work you may have to turn down. This worksheet helps you price a decision; it does not set a market rate or decide whether a clause is enforceable.
Define the restriction before naming a fee
Ask whether “competitors” means named brands or a product category. List the activities covered: paid endorsements, organic posts, affiliate work, filming, or licensing your face and voice. Each can block different work.
Also write down the market, start date, end date, existing commitments, exceptions and what happens if the buyer cancels or misses a payment. Ask for the fee without exclusivity and the fee with it. Compare the added amount, not just the combined total.
For U.S. performers covered by SAG-AFTRA’s Commercials Contract, principal performers may be held exclusive to the advertised brand while required holding fees are paid. SAG-AFTRA says a late holding fee releases a performer from exclusivity. Its 2025 contract FAQ also says Traditional Digital-only work has no automatic exclusivity; it must be negotiated. These are U.S. union terms for covered work, not independent-creator rates or rules for every country. SAG-AFTRA Commercials guidance; 2025 Commercials Contracts joint FAQ.
Estimate the work you could lose
Use net contribution after direct costs, not the brand’s campaign budget. For each realistic opportunity, estimate the chance you would have booked it and remove work that overlaps in time.
Estimated blocked contribution = sum of each non-overlapping opportunity’s contribution × your estimated chance of booking it.
Your chances are planning judgments, not forecasts. Keep any extra amount you want for uncertainty or fewer options as a separate line so you can see the assumptions.
Hypothetical calculation: A clause could block a C$600 contribution opportunity with a 50% chance of booking and a C$400 opportunity with a 25% chance. The weighted estimate is C$300 + C$100 = C$400. If the buyer offers an extra guaranteed C$150 for that restriction, it is C$250 below this estimate. These figures illustrate the worksheet; they are not typical income or a suggested fee.
Fill the worksheet
| Opportunity or term | Your estimate |
|---|---|
| Covered category and named competitors | |
| Activities and markets restricted | |
| Start and end dates; cancellation terms | |
| Existing commitments or exceptions | |
| Non-overlapping work you may turn down | |
| Net contribution from each opportunity | |
| Your chance of booking each opportunity | |
| Weighted blocked contribution | |
| Extra guaranteed fee and payment date | |
| Difference between fee and estimate |
If you have no past jobs, use real current enquiries or list the uncertainty. Do not invent earnings to complete the page. You can also ask for a shorter period, narrower category, named competitors or an exception for existing clients.
Keep identity use visible
An exclusivity clause for a campaign does not automatically say whether the approved ad may stay live after the restriction ends. Name the ad, identity elements, account, dates and what happens at expiry. Ask who handles a renewal and whether it needs a new fee and approval.
For a separate creator quote worksheet, see how to price AI likeness rights. For the campaign permission and approval questions, see license your likeness for AI ads.
Connect this decision to the campaign
The worked arithmetic is C$600 × 50% + C$400 × 25% = C$400; an added C$150 leaves a C$250 gap against that hypothetical estimate. This is an illustrative opportunity-cost worksheet, not a market price. Keep it beside the creator quote sheet when discussing pilot terms.