AMA Code of practice


It is the agents’ duty to manage each model’s career so as to achieve maximum potential.

Agents’ income is derived solely on work obtained for their models. A child agency, which finds acting as well as modelling work, may charge a fee for inclusion in a directory or website.

AMA members negotiate work for their models under the AMA Terms & Conditions of booking.

Confirmation of Bookings

All bookings must be confirmed in writing by the client who, prior to the commencement of the job, must sign the appropriate AMA Booking Confirmation Form which stipulates agreed fees and usage. Copies of all contracts must be made available to models.

Equality of Opportunity

The AMA is committed to ensuring Equality of Opportunity for all its members, staff and models.

Working Conditions

The AMA is committed to ensuring that models work in a healthy & safe environment under good working conditions, including hours of work, rest periods, sustenance, transport (where appropriate) and free from any harassment or discrimination.

A special ‘Models’ Welfare Document’, developed in consultation with the British Fashion Council, is enclosed with show packs that are mailed to designers and show producers. This requires their co-operation in ensuring that models’ welfare is safeguarded during London Fashion Week.

It is a requirement of AMA agents’ Terms & Conditions that all clients provide adequate insurance to safeguard the Health & Safety of the model as if he/she were an employee of the client. Notwithstanding this, the client shall not impose upon the model any action or activity which is either dangerous or demeaning to the model.

Working Conditions for Minors

The AMA works in accordance with current legislation regarding the employment of persons under compulsory school age. This includes the provision of chaperones and reduced working hours. All minors have to be licensed to undertake any type of work and obtain school permission if during school hours. In particular all AMA members have voluntarily undertaken, due to the inherent extra pressures and long hours involved, not to present any models under the age of 16 for shows taking place during London Fashion Week in February & September each year. All members require the written consent of a parent or guardian in order to represent a model below school leaving age. AMA members recognise that education is a priority and will not permit it to be disrupted by the development of a career in modelling.


Beyond the statutory requirements, AMA agents consider it their responsibility, in so far as is practical, to safeguard the health & well-being of the models they represent.

Members often develop close personal relationships with models throughout their careers and are able to offer support across a wide-range of personal issues. The needs of the individual are of paramount importance. Models are encouraged to report, in confidence, any incidents of harassment and abuse.

Health and Well-being

Matters relating to Health & Well-being are referred to in AMA agents’ Terms & Conditions.

For a successful model, maintaining a healthy, balanced diet is essential. To enable bookers actively to support their models, members are provided with advice on nutrition, health and fitness.

AMA members have worked with a number of professional bodies to help agents identify models who may be in need of specific advice and support on particular health issues.

Members will not promote any model for work where, in the judgment of the agent, the impact will be to the model’s detriment.

Eating Disorders

AMA members must ensure that at least one member of staff is trained to recognise possible symptoms of eating disorders and will take appropriate action, seeking professional advice where necessary. AMA members consult with BEAT (Beating Eating Disorders) on a regular basis for education & training purposes in this field.

Drugs and Alcohol abuse

Substance abuse is unacceptable and, where identified can lead to a model being required to leave his or her agency. Alcohol, however, is widely used in society and there is no reason it cannot be consumed in moderation. Nonetheless, it is recommended that the Department of Health unit guidelines be followed. Alcohol can lead to tiredness because it is a sedative, not a stimulant. It is also a diuretic which increases urine production – not good in a model’s busy schedule.

A tired model is not a healthy model and will neither perform of look his or her best. It can damage your career.

If a model has concerns about any of these issues, below are some of the bodies that can be turned to for advice and support.

Drug related issues:
Frank: Confidential advice and referral to local services:
Families Anonymous: Self help for families and friends of people with drug related problems:

Alcohol related issues:
Drinkline. Confidential information and advice on alcohol matters: 0800 917 8282
Alcohol Concern:

There are many other help organisations including

Whatever a model’s concerns, talk to your booker who will be understanding and sympathetic and you will be offered the best advice. Your booker is, however, not formally trained in dealing with drug and alcohol related issues.

Financial Support

Agent’s obligations with regard to payment of model fees and related matters can be found in The Conduct of Employment Agencies and Employment Business Regulations 2003 and also in Clause 6 of the Models’ Representation Agreement.

With regard to costs chargeable to the model, the obligations and responsibility of both agent and model are to be found in Clause 7 of the Models’ Representation Agreement.

Agents are encouraged to develop relationships with Independent Financial Advisors who are able to offer impartial advice across a range of financial planning needs including pensions, insurance, mortgages etc.

  • Model agreement – see link
  • DBS checks (previously CRB checks)

The Disclosure and Barring Service (DBS) helps employers make safer recruitment decisions and prevent unsuitable people from working with vulnerable groups, including children. (It replaces the Criminal Records Bureau (CRB) and Independent Safeguarding Authority (ISA).

Model agency bookers who have dealings with under age models on a regular basis, typically chaperones and New Faces bookers are required to have had a DBS check.

UK Visas