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Agency drafts up clause to help brands break away from wayward influencers


By John McCarthy, Opinion Editor

March 6, 2018 | 2 min read

The safety of YouTube as a marketing platform has come into question many times in the last year with some of the site’s most viewed content creators causing waves of controversy. In response to this, Connects agency has drafted a mortality clause and a break clause to ensure brands are prepared to break from bad players.

Morality clause

Influencers PewDiePie and Logan Paul

This was based on the back of a survey with 2,000 influencers which found out that 84% of contracts do not include a morality or break clause. It noted that some of the actions from Logan Paul and PewDiePie’s have helped underline that influencers can create environments unfit for brands. This is despite brands becoming increasingly reliant on the reach of select influencers.

The report read: “Working with influencers doesn’t have to be a daunting prospect; you just have to choose the right influencers for your brand and ensure that your contracts have a morality clause.”

The brand has drafted a break clause and a morality clause to help guide brands in their influencer efforts, available here.

Sedge Beswick, ‎founder and managing director, said: “Off the back of all things PewDiePie and Logan Paul – these clauses ensure that brands are protecting themselves but also influencers know upfront that what they say and do outside of the branded content can impact their business relationships, and their ultimately, their paychecks.”

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