ReviewAgreementExclusivity clauses for creators: what's fair
Short answer: standard exclusivity is named direct competitors, 60 to 90 days, and paid for. A clause that locks a whole category, runs longer than that, or is granted with no extra compensation is more aggressive than market standard. Exclusivity is the clause creators most often give away for free, because unlike usage rights it does not feel like it is taking anything until the next brand emails you.
The three dials
| Dial | Standard | Aggressive |
|---|---|---|
| Breadth | 2 to 3 named competitor brands, written into the contract | An entire category ("any beauty brand"), or undefined |
| Duration | 60 to 90 days from first publication | 6 to 12 months, or tied to a campaign with no end date |
| Compensation | Priced into the fee and acknowledged | Granted for free, as if it costs the creator nothing |
How to price a lockout
Exclusivity has a real number attached to it, and it is easier to calculate than most creators expect. Work out how many deals in that category you would realistically book during the window, multiply by your usual rate, and treat a meaningful share of that as the price of the lockout.
Worked example
You book roughly two skincare deals a quarter at $600 each. A brand asks for 90 days of category-wide skincare exclusivity on a $500 single-video deal. The lockout displaces about $1,200 of bookings, more than twice the fee being offered. Either narrow it to named competitors, or price the exclusivity as a separate line item.
Figures here are illustrative. Your own booking rate in the category is the number that matters, and it is the one a brand cannot argue with.
What to send back
On the exclusivity clause: as written it covers the whole [category] for [N] months, which would take my main category off the table for that period. I'm glad to protect the campaign from direct competitors, so could we narrow it to [named brand 1], [named brand 2] and [named brand 3] for 90 days from first post? If you need the broader category lockout I can price that separately, since it displaces real bookings.
Frequently asked questions
What is an exclusivity clause in a brand deal?
An exclusivity clause stops you working with competing brands for a set period. It has three dials: breadth (which brands or which whole category), duration (how many days or months), and compensation (whether you are paid for the lockout at all). Changing any one of those three changes what the clause actually costs you.
What is a standard exclusivity clause for a UGC creator?
Standard is narrow and short: a handful of named direct competitors, for roughly 60 to 90 days, and priced into the fee. Anything that locks an entire category, runs for six months or a year, or is granted with no additional payment is more aggressive than market standard and is worth countering.
How much should I charge for exclusivity?
Price the lockout, not the clause. Estimate how many deals in that category you would realistically book during the exclusivity window and what they pay, then charge a meaningful share of that. If you typically book two skincare deals a quarter at $600 each, a 90-day skincare lockout is not a free add-on, it is roughly $1,200 of foregone bookings.
Is category-wide exclusivity ever worth accepting?
Sometimes, if it is paid properly and time-boxed. A large retainer with a category lockout can be worth more than the scattered deals it displaces. The mistake is accepting category-wide exclusivity attached to a single one-off video fee, because then you have sold a quarter of your bookings for the price of one deliverable.
Does exclusivity start when I sign or when the content goes live?
Check, because contracts often leave it ambiguous and the difference can be weeks. Ask for the window to start on first publication and to have a hard end date written in, rather than language like 'for the duration of the campaign', which can quietly extend if the campaign is delayed.
Related: usage rights explained · UGC rates 2026 · how to negotiate
Last updated 2026-08-12. Not legal advice, a data informed second opinion.