What Should Advertising Agencies Check in Media Liability Insurance?

Advertising agencies may write copy, place media, design campaigns, manage accounts, or coordinate sponsored promotions. A media liability form might cover claims tied to advertising professional services, but the scheduled services must match the agency’s work. The reviewed Hiscox specimen includes that connection and separately excludes false or misleading advertising claims, government enforcement, and some client-supplied content. Other forms may differ.

Client contracts can allocate approval, rights, indemnity, and performance duties. A policy may exclude contractual liability beyond what the agency would otherwise owe. FTC endorsement guidance can inform promotion practices, but does not establish insurance coverage.

Tell the insurer what campaigns you create and publish, who approves them, and whether influencers or contractors participate. Review covered services, client-content and contract exclusions, false-advertising terms, insured entities, and defense of investigations. Compare the issued wording with client contracts and confirm endorsements in writing.