Advertising budgets · account access · tracking
Liability insurance for a self-employed online marketer
You manage other people's money and accounts from behind your own laptop. The damage you can cause is almost always financial, and that is exactly what an AVB does not cover.
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Deze pagina in het Nederlands: Aansprakelijkheidsverzekering voor een zelfstandige online marketeer.
The calculator and the quote form below are in Dutch. Prefer to do this in English? Email info@finassverzekert. nl or call 072 - 509 24 56 and we will take it from there.
Work out for yourself what it would cost.
Enter your details; you will receive a proposal within one working day.
- We compare the offerings of several insurers
- An adviser checks whether the cover suits your activities
- We arrange the switch, including cancellation
A premium indication, not personal advice. Prefer to talk it through? Call 072 - 509 24 56.
In brief
Start with what actually goes wrong in this trade. A campaign set to the wrong country, a daily budget entered as a monthly budget, an exclusion list lost in an import: within a weekend money is gone. That is pure financial loss, and the public and employers' liability insurance excludes it. For this risk there is professional indemnity insurance, which also bears the cost of defence if the client wants to recover his loss from you.
The AVB does something else for you. It covers injury and damaged property: you spend a day at a client's office and damage a screen, you knock a cup of coffee over the client's laptop, or a visitor is injured in the space you rent. If you work from home and clients come by, that is a reason to take this policy seriously, because personal liability insurance does not cover damage you cause in the course of your business.
Also stay alert to access. You have administrator rights on clients' advertising, analytics and social accounts. If your own environment is compromised and damage is done with that access, that is a data risk and not property damage; cyber insurance is intended for it. Work with two-factor authentication and with named access, not with shared passwords.
This page deals with one situation. The full overview is on Compare public and employers' liability insurance (AVB).
What to look out for
Four points that determine where a claim against an online marketer ends up.
Managing budgets with someone else's money
If media spend runs through your own credit card or account, you are not only an adviser but also the payer, and a mistake immediately becomes an argument about repayment. Let clients pay for their own advertising accounts where possible, work with budget limits and alerts and confirm changes in writing before you make them.
What falls outside the cover
Excluded are pure financial loss such as advertising budget wasted and turnover lost, infringement of copyright and trade mark rights in advertising material, administrative fines from the Dutch data protection authority or the Dutch competition authority, clients' equipment you have in your in your care, and intent under Article 7:952 of the Dutch Civil Code.
Tracking, cookies and personal data
If you place pixels, link conversion data or export customer lists for audiences, you are processing personal data for your client. Deal with that in a data processing agreement and record what consent the client has arranged. A fine imposed on the client is never insured and comes back to you as financial loss if you are blamed.
Your workplace and your equipment
The AVB is not property insurance for your own belongings. You insure your laptop, camera or phone separately, within a package for self-employed professionals in ITfor instance. If you work in a flexible office, check who is liable for damage to the space and whether tenant's liability is on your policy.
What does your premium depend on?
- Annual turnover: the basis used for a self-employed person
- Described business activity: running campaigns weighs differently from strategic advice
- Working on location at clients: this determines the chance of injury and property damage
- Managing accounts and budgets: relevant to the boundary with other policies
- Area of cover: campaigns and clients outside the Netherlands change the risk
- Sum insured and excess: per claim and per insurance year
Insurers weigh these details differently. That is where your saving is.
What is covered
| Situation | AVB | BAV |
|---|---|---|
| Your tripod falls over during a shoot at the client's premises and damages the shop window | Yes | No |
| A participant in your workshop trips over your extension lead and breaks a wrist | Yes | No |
| You link a campaign to the wrong landing page and two weeks of advertising spend goes to an error message | No | Yes |
| During a migration the tracking code disappears, so the client is missing six months of conversion data | No | Yes |
| Your own laptop falls off the meeting table at a client's office | No | No |
| A client demands his prepaid monthly fee back because the results disappointed | No | No |
The distinction is always the same: was something broken or was someone injured, or has only money gone.
Frequently asked questions
This is what people ask us most.
I set a budget too high by mistake. Is that insured?
Not on public and employers' liability insurance: nothing was broken and no one was injured, the client has only lost money. That is pure financial loss and professional indemnity insurance is intended for it. Limit the risk by having budget changes confirmed in writing and by setting limits at account level.
Do I need this insurance as a self-employed person working from home?
That depends on how often you go to other people's premises. If you work solely at home and never receive clients, your property damage risk is small. As soon as you work on location, give workshops or rent a workspace, it becomes real. Note that your personal liability insurance in fact excludes damage arising in the course of a profession.
My account has been hacked and clients' campaigns have been misused.
That is a cyber incident. The costs of putting matters right, investigation, notification to the regulator and liability towards clients belong on cyber insurance. The AVB does not cover this, because no property has been damaged. Report the incident to your insurer immediately; Article 7:941 of the Dutch Civil Code requires notification as soon as you are reasonably aware of it.
A client was warned about misleading advertising.
An administrative fine or an order subject to a penalty payment is a punishment and therefore insured nowhere. If you are then held liable because you wrote the copy, that claim is about money and not about property damage. Set out in your order confirmation that the client remains responsible for the accuracy of product claims he supplies.
Read more
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