Start with a clear brief
Before filming, write down the product or service, the intended audience, the key message, the campaign deadline and the client contact who approves the work. Include the offer terms and any claims that need checking, plus a short list of visuals or references that must stay out of the creative.
Put the agreement in writing
Give both the client and each creator written terms before work begins. A commissioned video does not automatically transfer copyright to the client, so agree the ownership or licence in writing.[3]
- Price or creator fee, who pays it, when payment is due and any payment conditions.
- Deliverables, format, deadline, approval contact and how edits or revisions will work.
- Usage rights that name the platforms, whether paid ads are allowed, permitted edits and how long the client may use each video.
Label paid, gifted and incentivized posts upfront
If a creator receives payment, a gift, a free service or another incentive, make the advertising relationship clear at the start of the post. Use a prominent label such as “Ad” or “#ad” where people will see it before they engage with the content; do not bury it after other text or hashtags.[1]
Keep football creative independent
Use an original fan perspective without suggesting a relationship that is not there. Third Half is independent and does not claim affiliation with any league, club or player.
- Do not use league or club logos or badges, kits, match footage or match photos, or player names or images.
- Do not make claims or use wording, styling or imagery that could imply affiliation with a league, club or player.
- Creators must be adults aged 18 or over. Gambling brands are not eligible to work with Third Half.
- If people appear in visuals, depict diverse adults and show no alcohol or drugs.
Use music only when the rights fit
Before editing music into a video, check that the permission or licence covers the intended platform and use, including any paid promotion. If you cannot confirm those rights, choose music with terms that clearly permit the planned use.[4]
Keep testimonials and performance claims honest
Use testimonials only when they are genuine, accurately represented and permissioned. Ask for permission before publishing, keep a record of it, and never make a free item, payment or other benefit conditional on positive feedback.[2]
Track and report the performance information agreed for the campaign. Do not invent clients, results or statistics, guarantee outcomes, or promise revenue or return on ad spend.
Further reading