‘If co-creation dies, nobody wins’: Why transparency is vital in brand-creator relationships
Are harsher regulations needed to protect influencer IP, or does inviting creators into the process from the start help brands build closer relationships?
Influencers may have been around in one form or another since the 1700s, but the popularity of social media and video-first content – not to mention the wealth of ideas being shared online – means how brands work with them now is, understandably, vastly different.
The changing landscape means brands and creators are still working to manage their evolving relationships, including the issue of copyright. Indeed, increasingly startups and creators are taking to social media to ‘call out’ bigger brands that have supposedly copied their ideas.
Recently controversy was sparked when on LinkedIn L’Oréal was accused of having “stolen” a TikTok creator’s idea to brief an influencer campaign.
As it stands, there aren’t any new legal regulations specifically designed to protect influencers online. Current intellectual property and copyright regulations still apply to the new world of social media and ideas shared online.
