CreatorCare Values
The heart of APHRA.
At APHRA, we're proud to be the UK's first CreatorCare Agency - a new standard for how creators should be treated in this industry. It follows the below 4 core values.
The CreatorCare Promise: we put creators first - always, we protect your freedom, your value and your future. We're here to change the industry, not repeat it.
Transparency
Clear contracts, clear fees, clear expectations. Creators know exactly what they're signing - and brands know exactly what their getting. No surprises, no hidden clauses, no drama.
Fairness
We negotiate fairly, pay fairly and treat creators fairly.
Brands benefit from talent who feel respected, valued and motivated - which means better work, better results and better long-term partnerships!
Flexibility
Creators stay in control of their careers, and brands get talent who are genuinely excited to collaborate. Our flexible model removes pressure and unlocks more authentic, high-quality content.
Protection
We shield creators from exploitative contracts, unrealistic demands, and usage overreach - and we protect brands with clear deliverables, reliable communication and professional standards.
Everyone wins when the rules are fair.
The CreatorCare Criteria
Raising the bar for the Creator Economy
The backbone criteria of CreatorCare draws on leading codes from ISBA/IMTB, CIISA, B Corp and ISO:
1. Contracts & Legal Clarity
2. Creator Wellbeing & Safeguarding
3. Payments & Timely Settlement
4. Transparency & Disclosure
5. Communication & Content Approval
6. Negotiation Fairness & Fee Standards
7. Data Protection & Privacy.
8. Brand Safety & Content Standards
9. Diversity, Equity & Inclusion (DEI)
10. Dispute Resolution & Complaints Handling.