Exclusivity clauses: what to accept and what to charge
An exclusivity clause stops you from working with a brand's competitors for a period of time. It's a reasonable request: a brand doesn't want its skincare reel followed by a rival's the next day. But exclusivity costs you real income, so it should be narrow, time-limited and paid.
The parts of an exclusivity clause
- Category: exactly which products or brands are off-limits. "Sunscreens" is narrow; "beauty and personal care" is very broad.
- Duration: how long it lasts, and from when. It's often a window before and after the posting date.
- Platforms: whether it covers all your channels or only the one used in the campaign.
- Named competitors: a specific list is clearer than "any competitor".
How to price it
Exclusivity is income you agree not to earn. Ask yourself:
- How often do brands in this category approach you?
- What would a typical deal from them be worth?
- How long would you be blocked?
If you'd normally do one deal a month in that category, a three-month exclusivity is roughly three deals you can't take. Charge for it as a separate line item, so the brand can see it isn't free.
Make it fair
- Narrow the category to the product type in the campaign.
- Shorten the duration. A few weeks around the post is often enough for the brand's goal.
- Limit it to the campaign platform if the brand only cares about Instagram, for example.
- Exclude existing commitments. List any deals you've already agreed so there's no dispute later.
Red flags
- Exclusivity with no end date, or one that renews automatically.
- Very broad categories, such as "any FMCG brand".
- Exclusivity on a barter deal. Giving up paid work for a free product rarely makes sense.
- Penalties for breaking exclusivity that are larger than the fee you're being paid.
Keep track
Write down the category and end date for every exclusivity you agree. Before accepting a new deal, check it doesn't clash. One accidental clash can cost you a brand relationship.
Track every collab in one place. My Collabs is a free app that shows what each brand has agreed, paid and still owes you, with alerts before deadlines.
Try My Collabs freeThis guide is general information, not legal, tax or financial advice. Rules change, so check the current position or ask a professional for your situation.