A recent survey by video software company MASV shows a stark divide between creators and brands regarding the use of user-generated content (UGC) in marketing campaigns. While brands eagerly utilize creator content, many creators feel their work is being used without proper permission or compensation.

The survey of over 500 creators, consumers, and marketers in the U.S. and U.K. reveals that 47% of creators have had their UGC utilized by brands without authorization. An additional 74% of those creators state they were not paid for the use of their work.

Despite this, nearly half of the marketers surveyed indicate there is little to no risk in using creators’ content without permission. Over 20% say they never or rarely provide credit to creators when featuring their content on social media or other marketing channels.

However, 95% of creators assert that brands should ask for permission before using their UGC. Nearly 70% of creators view brands who use content without approval as untrustworthy. The same percentage say they were disappointed in brands or influencers who improperly used their work.

The analysts highlight growing pains as the influencer marketing industry booms. User-generated content, especially video, has become a powerful tool embraced by consumers and brands alike. 85% of consumers surveyed say they rely on user-generated video before making purchases, while 81% find it more trustworthy than official brand promotions.

Industry experts warn that unauthorized use of creator content carries legal and reputational risks for brands. “It’s ubiquitous across industries,” the report quotes James Rubec, Head of Product at Fullintel, a media monitoring firm. “It’s a major problem, and it’s an ethical and legal boundary that brands specifically shouldn’t cross.”

Mark Penner, an intellectual property lawyer at Fasken Martineau DuMoulin LLP, told MASV that while scenarios differ, “there is a risk, and the risk could be significant” when using copyrighted creator works without permission.

According to the findings, some creators are taking matters into their own hands, sending cease-and-desist notices or invoices to brands misusing their content. While 31% of creators eventually received payment after flagging unauthorized use, 43% say brands either did not respond or delayed significantly in removing the offending content. The full report is available here.