This Code of Practice outlines our commitment to the responsible, ethical, and transparent use of Artificial Intelligence (AI) in our modelling agency operations. It aligns with industry best practices (such as those from the BFMA), relevant laws including the UK GDPR/Data Protection Act 2018, and broader principles from the EU AI Act.
We believe AI can enhance creativity and efficiency but must never compromise the rights, dignity, or livelihoods of our models, talent, clients, or partners. This code applies to all staff, models, clients, and collaborators working with or represented by our agency.Core Principles
1. Responsible and Ethical Use AI must always be used responsibly, ethically, and in ways that build consumer trust in the modelling and fashion industry. We prioritize human talent and creativity.
2. No Misleading Content AI must not be used to mislead audiences. This includes avoiding undisclosed synthetic/AI-generated digital humans, digital replicas or deepfakes of our models, manipulated likenesses, or fabricated endorsements without clear disclosure.
3. Transparency We require full transparency about AI use. Agencies, clients, and partners must disclose to consumers when AI-generated models, enhancements, or modifications are used. Materials shared internally or with clients that include AI/CGI content must be clearly labelled.
4. Consent and Rights Protection Prior written consent is mandatory from any model or talent before capturing, storing, or manipulating their data (including images, videos, biometric data, or likeness) in AI systems. Individuals retain ownership and full access to their personal data and any digital versions or twins created from it. We respect image rights, privacy, copyright, trademarks, and likeness rights at all times.
5. No Unauthorized Training Data Use Photographs, videos, or any data collected from our models must not be used to train AI systems or datasets without explicit, separate written consent.
6. Non-Discrimination and Fairness AI tools must not introduce or perpetuate bias in casting, representation, image generation, or client deliverables. We actively promote diversity, inclusion, and equitable representation.
7. Support, Not Replace, Human Talent AI should augment and support human models and creatives, not replace them. We are committed to protecting opportunities for real talent while exploring innovative AI-assisted workflows.
8. Intellectual Property and Licensing We consider the impact of AI on intellectual property, licensing, and usage rights. Original work by photographers, models, stylists, and other creators must be protected.
9. Environmental Responsibility The significant environmental impact of generative AI (e.g., large-scale image or video generation) should be factored into production decisions.
10. Vetted Tools and Human Oversight Only pre-approved, disclosed, and ethically vetted AI tools may be used for casting, retouching, talent management, or content creation. Human oversight and final accountability are always required.
11. Continuous Monitoring We will monitor emerging AI risks (such as deepfakes, impersonation, or talent displacement) and update our practices accordingly. We encourage ongoing dialogue with industry bodies like the BFMA.
Implementation and Compliance
* For Models/Talent: You will be informed of any proposed AI use involving your likeness or data. You have the right to refuse and
can access information about how your data is handled.
* For Clients: All briefs and deliverables involving AI must include clear disclosure. Contracts will reflect these standards.
* Agency Staff: All team members receive training on this code and must adhere to it.
* Reporting: Concerns about breaches can be raised confidentially with our agency director.
This AI Code of Practice complements our broader Terms & Conditions and Privacy Policy.
We review this code regularly to keep pace with technological, legal, and industry developments. By working with Urban Angels Agency, you agree to uphold these standards.