PI for marketing consultants covers claims that your campaign, content or advice caused a client a loss, including some intellectual property and defamation claims. Most buy $1m to $2m because a client contract asks for it.
Source: https://piinsurance.com.au/marketing-consultants/, fetched from the preview https://pi-react-4ee768.pages.dev/marketing-consultants/ on 10 Nov 2026; site dated 3 Nov 2026. Preview wording, not yet broker-reviewed. General information, not advice.
Site label: Usually asked for in client contracts.
Why you need it: your clients
There is no licence for marketing work, so the push comes from clients. Corporate and government clients often require PI, and agencies that subcontract to you may pass their own requirement down.
Typical limits
$1m to $2m is typical. Large corporate clients sometimes ask for $5m.
What can go wrong
Illustrative scenarios, not real claims.
A campaign that used someone else's image
A social campaign uses a photo you believed was licensed. The photographer sends a demand for unlicensed use and your client wants you to cover it.
Ad spend that went to the wrong place
A setting error sends a month of a client's ad budget to the wrong audience. The client says the spend was wasted and claims it back.
Common exclusions to watch
- Deliberate copying or defamation
- Ad spend you manage directly, unless the policy says otherwise
- Disputes about your fees
- Promises of a ranking or sales figure
Wording differs between policies. Read the policy wording, or ask us to point out what it says.
Types of marketing consultants
SEO and paid ads
Insurers ask how much client ad spend you control.
Social media and content
Intellectual property and defamation risks matter most here.
PR and communications
Statements made on a client's behalf can lead to defamation claims.
Common questions
Do marketing consultants need professional indemnity insurance?
There is no licence for marketing work, so the push comes from clients. Corporate and government clients often require PI, and agencies that subcontract to you may pass their own requirement down.
How much PI cover do marketing consultants need?
$1m to $2m is typical. Large corporate clients sometimes ask for $5m.