Bullying refers to repeated and targeted behavior in which a model or influencer is belittled, pressured, or excluded over an extended period of time—whether on set, by clients, within an agency or the model’s apartment, or in the digital space. It is important to distinguish between professional feedback and personal denigration: Criticism of a look or performance is part of the job, but derogatory comments, public humiliation, or deliberate intimidation go beyond that and can be classified as bullying.

Models and influencers are also legally protected, regardless of whether they work independently or are booked through an agency. If a model or influencer is insulted or publicly disparaged, this may constitute a violation of general personality rights and give rise to claims for injunctive relief or damages. Additionally, the General Equal Treatment Act applies in cases of discrimination based on origin, gender, or other protected characteristics. In serious cases, defamatory statements may even be subject to criminal prosecution, for example as an insult.

Especially in an industry with high performance pressure and direct communication, boundaries are often (unconsciously) crossed or not clearly defined. This makes it all the more important to take incidents seriously, document them, and seek support—for example, through the agency or, if in doubt, through legal channels. Because professionalism ends where personal degradation begins.

Are you a victim of bullying yourself, or do you know a model in your circle who is being bullied?! You can easily get advice from the Anti-Bullying Association via WhatsApp or email and get professional support for yourself or your colleague.