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.
Yes, media liability insurance typically covers content published across all digital platforms, including social media sites like Instagram, TikTok and Facebook. This is essential for influencers and digital marketers who face risks from user-generated content or brand endorsements.
Yes, most policies can be extended to cover subcontractors or freelancers while they are performing work on your behalf, provided their activities fall within your defined business services. You should verify that your specific policy wording includes 'vicarious liability' for these external parties.
No, media liability insurance covers the specific content you publish, whereas cyber insurance covers risks associated with data breaches, hacking and system outages. While a media policy protects you from a defamation claim, a cyber policy protects you if your website is hacked and client data is stolen.
Yes, many Australian policies offer worldwide coverage, but they often exclude claims brought under the legal jurisdictions of the USA or Canada unless a specific extension is added. This is due to the higher legal costs and settlement amounts common in North American litigation.
Yes, media liability insurance covers the cost of your legal defence from the moment a claim is filed, regardless of whether you are found liable. This ensures your business does not go bankrupt trying to prove its innocence in a lengthy defamation or copyright case.
Yes, premiums for media liability insurance are generally considered a tax-deductible business expense by the Australian Taxation Office (ATO). You can typically claim the full cost of the premium in the financial year the payment was made.
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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