Media liability insurance covers content published across digital platforms including social media like Instagram, TikTok and Facebook, making it essential for influencers and digital marketers.
Cover differs from cyber insurance, as it protects against publishing risks like defamation and copyright infringement rather than data breaches or hacking.
Policies can usually be extended to cover freelancers and subcontractors working on your behalf, and legal defence costs are paid from the moment a claim is filed.
Premiums are generally tax-deductible for Australian businesses, but worldwide cover often excludes claims brought in the USA or Canada unless a specific extension is added.
Who needs media liability insurance?
Anyone who distributes information to the public via websites, blogs, emails and desktop publishing needs media liability insurance. Professionals who benefit from a media liability insurance policy include:
Brand managers
Celebrities who make personal appearances
Graphic designers
Freelance journalists
Marketing and promotional companies
Online and interactive marketing companies
Public relations firms
Public speakers
Website developers
Electronic publishers
Cable and satellite broadcasters
Web hosters
Software developers.
Finder survey: How often do people compare or switch their public liability insurance?
Response
Female
Male
I never compare or switch
2.54%
2.12%
once a year
2.03%
2.31%
once every 3+ yrs
1.36%
0.39%
every 2 yrs
1.02%
1.35%
more than once a year
0.34%
0.19%
Source: Finder survey by Pure Profile of 1112 Australians, December 2023
What is the role of media liability insurance?
Media liability insurance is designed to fill the gaps not covered by traditional liability insurance, such as professional indemnity insurance. It can now be purchased as an addition to such insurances and addresses the specific exposures faced by media professionals.
One example of these exposures is those faced by consultants who design, build and host websites for their clients. They not only have traditional liability for duties owed to their clients, but now face new risks such as slander or libel, media and advertising liability and security liability for everything that happens on and to their website, from credit card fraud and misuse of email to third parties illegally accessing the site.
What does media liability insurance cover?
Covered
Defamation. Arising from the communication of false information that damages a third party’s reputation or business.
Personal disparagement. A publication or broadcast which causes damage to a third party’s community or business activities.
Product defamation. Demeaning the performance or value of a product.
Invasion or infringement of one’s right to privacy or publicity. This might include intrusion, public disclosure of private information, unwarranted or wrongful publicity or using a person’s name or likeness for profit.
Not Covered
Normal business activities pertaining to employment
Breach of contract
Patent infringements
Claims made by certain regulatory authorities.
Make sure you read the Product Disclosure Statement (PDS)
2022 Finder research shows that 23% of Australians can't be bothered reading the PDS. A PDS includes a comprehensive list of all the inclusions and exclusions of a policy.
Speak to a broker about media liability insurance
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If you are ready to speak with a consultant about different business insurance options available, simply enter your details in the form. Keep reading if you want to learn more about the different types of cover available.
The cost of media liability insurance varies widely. It depends on factors such as your business size, the scope of your media activities, your turnover and your claims history. Comparing quotes is one of the best ways to determine your specific premium.
Yes, media liability insurance is designed to cover claims arising from various forms of published content including social media posts, blog articles, website content, podcasts and videos. This includes risks like defamation, copyright infringement or invasion of privacy in the digital space.
Generally, no. Media liability insurance typically does not provide cover for claims arising from intentional acts, criminal behaviour, fraud or dishonest conduct. Policies are designed to protect against accidental errors or negligence in the course of your professional duties. Always check your PDS for specific exclusions.
Most media liability insurance policies have a 12 month policy period. You can usually cancel your policy at any time however conditions and fees may apply. It is important to consider the implications of cancellation especially regarding claims made policies and retroactive dates.
While professional indemnity insurance covers claims arising from professional negligence or errors in the services you provide, media liability insurance specifically addresses risks associated with the creation and dissemination of content. It covers exposures like defamation, copyright infringement and invasion of privacy which are generally not included in standard professional indemnity policies.
If you believe a claim may arise you should notify your insurer as soon as possible. Your insurer will guide you through the claims process which typically involves providing details of the incident any relevant documents and cooperating with their investigation.
When choosing a policy consider the types of media content you produce, your audience reach, your business size and your potential risk exposures. Look at the limit of liability, the excess amount, the inclusions for digital content and any specific exclusions.
Richard Laycock is Finder’s insights editor after spending the last five years writing and editing articles about insurance. His musings can be found across the web including on MoneyMag, Yahoo Finance and Travel Weekly. Richard studied Media at Macquarie University and The Missouri School of Journalism and has a Tier 1 Certification in General Advice for Life Insurance.
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