Filming Other People: Releases and Permission Basics
Creator content often includes other people: a friend helping with a demo, a partner in a hotel vlog, staff at a restaurant, strangers in the background at a beach or café. When that content is commercial, such as sponsored posts or UGC for a brand's ads, it raises questions about consent and releases. This guide explains the basics in plain language. It is general information, not legal advice; rules vary by country and situation.
Why permission matters
People have interests in how their image and likeness are used, especially in advertising. Using someone's face in a brand's ad without permission can create legal risk and real harm to the person. Brands also care: many will not use content featuring people who have not given permission.
Beyond the law, getting consent is simply respectful. Not everyone wants to appear in content, and some people have strong reasons for staying off social media entirely.
Featured people vs background people
It helps to separate two situations:
- Featured people: anyone who is a clear subject of the content, such as a friend in a testimonial, a partner sharing a hotel room tour or a chef demonstrating a dish.
- Background people: people who happen to be in frame incidentally, such as passersby in a street or diners across a restaurant.
Featured people should always give clear permission, and for commercial content, written permission through a release is the safest approach. Background people are a grey area that depends on location, context and use, which is why the safest practice for commercial content is to avoid identifiable background people altogether.
What a release is
A release (often called a model release or appearance release) is a written agreement in which a person gives permission for their image, likeness and sometimes voice to be used in specific ways. A basic release typically includes:
- the person's name and contact details,
- a description of the content,
- how and where the content may be used, such as social media, ads or websites,
- the duration of the permission,
- any compensation,
- the person's signature and date.
For commercial use, brands may have their own release forms. Ask whether the brand requires a specific form before filming.
Public places
Filming in public places is common, but public does not mean anything goes, especially for commercial content. Considerations:
- People in public may still not want to appear in advertising.
- Some public places, such as parks, transit stations or landmarks, have filming rules or require permits for commercial shoots.
- Laws vary significantly between countries.
Practical approach: frame shots to avoid identifiable faces, film at quieter times, and blur or remove recognizable people in editing if needed.
Private and semi-private spaces
Hotels, restaurants, gyms, shops and offices are private property. The owner or manager sets the rules. Always:
- ask permission before filming,
- follow any filming policies,
- avoid filming other guests or customers without consent,
- ask before filming staff.
Our guide on hotel creator stay agreements covers filming rules for hospitality collaborations.
Staff and team members
Staff may be happy to appear, but they should be asked, and their employer may have a policy. For branded content where staff are featured, get a release from each person and confirm the venue agrees.
Minors
Filming children requires extra care. For any content featuring minors:
- get consent from a parent or legal guardian, in writing for commercial use,
- follow platform policies about content involving children,
- be aware of laws that may apply to children appearing in paid content in your location,
- consider privacy carefully, such as avoiding names, schools or identifiable locations.
Never feature other people's children in commercial content without their parent's or guardian's written consent.
Friends, partners and family
It is easy to assume that people close to you are fine with appearing. For commercial content, ask explicitly and get written permission. Relationships change, and a clear record protects everyone. If a brand will run the content in ads, make sure the person understands where it may appear and for how long.
Voices and audio
If someone's voice is clearly identifiable, the same principles apply. Get permission before using recorded conversations or voices in commercial content.
Delivering content with people in it
When delivering content to a brand:
- tell the brand who appears and confirm you have releases,
- share releases if the brand requests them,
- flag any limits on use, such as "my partner agreed to organic use only, not ads."
Practical tips
- Keep a simple release form on your phone that people can sign digitally.
- Collect releases before or immediately after filming.
- Store releases with the project files.
- When in doubt, reframe, blur or reshoot without the person.
Frequently asked questions
Do I need a release for a friend in a sponsored post on my own account? Clear permission is essential, and a written release is the safest approach, especially if the brand may reuse the content.
What if someone in the background asks to be removed? Remove or blur them. Respecting the request is the right thing to do.
Can a brand require releases? Yes, and many do. Ask about the brand's requirements before filming.
For more on how filming rules fit into travel content, see our hotel shot list guide.
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