What Is Personal and Advertising Injury and Why It Matters for Your Business 

Personal and advertising injury ¹ is part of general liability insurance that protects your business from claims related to what you say, write, publish, or share. This coverage applies to communication and content risks such as: 

• Libel 
• Slander 
• Defamation 
• Copyright infringement 
• Invasion of privacy 
• Using someone’s likeness without permission 

This coverage helps pay for legal defense and settlements if someone claims your business harmed their reputation or misused their creative work.  Many small businesses face these risks every day through websites, social media, marketing materials, and client communication. 

What “Personal and Advertising Injury” Actually Means 

Personal and advertising injury coverage protects your business from communication and content-related risks that come from promoting your services, sharing work, or interacting with the public. It applies to non-physical claims tied to your marketing materials, online presence, and public messaging. 

This coverage can help if someone claims your business: 

• Harmed their reputation 
• Violated their privacy 
• Used their creative work without permission 
• Misused their image or likeness 

When these claims arise, personal and advertising injury coverage helps pay for legal defense costs, settlements, and judgments. 

Common Examples That Catch Business Owners by Surprise 

Many small businesses do not realize how easy it is to trigger a personal or advertising injury claim. These claims often result from everyday marketing or online activity. 

Here are some common examples: 

• Responding to a customer review in a way that is considered defamatory 
• Using unlicensed images, videos, music, or fonts in marketing materials² 
• Comparing your product or service to a competitor in a way that implies dishonesty or low quality 
• Featuring customers, staff, or models in photos or videos without proper permission 
• Reposting or resharing content that appears public but is still protected by copyright 

These situations can affect any business, especially in a digital world where content spreads instantly. 

How It Fits into General Liability Insurance 

Personal and advertising injury protection is included in most general liability insurance policies. It works alongside other core protections such as: 

• Third-party bodily injury 
• Third-party property damage 
• Legal defense costs 

While general liability insurance covers physical accidents, personal and advertising injury focuses on communication-based risks. If someone claims your business damaged their reputation or infringed on their intellectual property, this coverage helps with legal defense and potential financial losses. This protection has become especially important as more business activity moves online. 

Why Freelancers, Creatives, and Microbusinesses Should Care 

If you are a service-based entrepreneur, you depend heavily on your brand, your content, and your online presence. That makes you more likely to face claims related to personal and advertising injury. 

Professionals at higher risk include: 

• Freelance marketers and designers posting creative work 
• Photographers and videographers sharing images or project samples 
• Copywriters, consultants, and coaches publishing articles or testimonials 
• Beauty and wellness professionals posting before and after photos 
• Tradespeople and home-service providers posting project photos 
• Online retailers and creators promoting products 
• Any business with a website, social media presence, or advertising materials 

Even when you are careful, mistakes can happen. As more business activity moves online, these risks continue to grow. 

How Gild Insurance Agency Supports Independent Professionals 

Independent professionals deserve insurance that protects their work, their creativity, and their reputation. At Gild Insurance Agency, we connect you with coverage options designed specifically for small businesses and creative service providers. 

With Gild Insurance Agency, you can: 

• Get general liability insurance that includes personal and advertising injury protection
• Explore additional coverages such as professional liability, cyber insurance, and workers compensation insurance 
• Access trusted insurance partners who understand independent workers
• Receive support when questions or claims arise with our claims concierge service 

Gild Insurance Agency makes it simple to get the right coverage so you can focus on your best work without worrying about legal or reputation-related risks. Schedule a call or get a quote online today. 

Frequently Asked Questions 

What is personal and advertising injury coverage? This type of coverage protects your business from claims related to things you say, write, publish, or share. It includes risks such as libel, slander, copyright infringement, and invasion of privacy. 

Is personal and advertising injury part of general liability insurance? Yes. It is included in most general liability insurance policies as a standard protection for communication-based risks. 

What are common examples of personal and advertising injury claims? Common examples include using copyrighted content without permission, posting or responding to reviews in a way that is considered defamatory, improperly using someone’s likeness, or making comparisons that harm a competitor’s reputation. 

Do freelancers and microbusinesses need this coverage? Yes. If you post content, share work online, or promote your business publicly, you are exposed to personal and advertising injury risks. Freelancers, creatives, and service-based businesses are especially vulnerable. 

Does general liability insurance cover online content? In many cases, yes. Personal and advertising injury coverage applies to both online and offline communication. It can help protect your business from claims tied to websites, social media posts, ads, videos, or published content. 

How much does personal and advertising injury coverage cost? It is typically included in the cost of general liability insurance. Pricing depends on your industry, business size, location, and the type of work you do. 

1. https://www.iii.org/article/commercial-general-liability-insurance  ↩︎
2. https://publiclawlibrary.org/largest-ever-jury-verdict-in-copyright-infringement-case-shakes-pacifica/  ↩︎