Personal and advertising injury coverage in general liability doesn't cover every type of claim. Many policies exclude: Intentional acts: knowingly false or malicious statements Contractual liability : claims arising solely from a contract dispute Employment-related claims: usually require employment practices liability insurance Media-focused businesses : where the primary service is content creation or publishing If your business regularly creates or distributes content for others, you may need media liability insurance in addition to general liability.

Personal and advertising injuries

Personal and advertising injuries are typically infringements on a person or business’s personal or intellectual rights. Examples include libel, slander, and copyright infringement.

What are personal and advertising injuries?

Personal and advertising injury coverage helps protect small businesses against lawsuits that claim your business caused harm to someone’s reputation, privacy, or intellectual property through your words, advertising, or online presence.

This coverage is typically included in a general liability insurance policy or a business owner’s policy (BOP) and can help pay for legal defense costs, settlements, or judgments.

For many small business owners, these claims don’t come from accidents—they come from marketing, advertising, and everyday online activity.

Do small businesses need personal and advertising injury coverage?

You may want personal and advertising injury coverage if your business:

Advertises online or on social media
Uses images, slogans, or written content in marketing
Maintains a website, blog, or online reviews
Publicly discusses competitors or industry topics
Interacts with customers in ways that could trigger reputation disputes

For most small businesses, this coverage is already included in general liability insurance, making it a cost-effective way to reduce legal risk.

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What counts as a personal or advertising injury?

Personal and advertising injuries are non-physical harms that arise from how your business communicates or promotes itself.

They generally include claims involving:

Defamation, including libel or slander
Copyright infringement in advertising
Misappropriation of advertising ideas or slogans
Invasion of privacy
False arrest, detention, or eviction (more common for landlords or property managers)

Even if a claim is unfounded, defending against it can be costly, which is where insurance helps.

Examples of personal and advertising injury claims

Small businesses are more exposed to these risks than many owners realize:

A consultant posts a negative comparison blog about a competitor, who then sues for defamation.
A landscaping or cleaning business uses a photo found online in a Facebook ad without proper licensing and receives a copyright infringement claim.
A retail business is accused of using a competitor’s slogan in its marketing materials.
A property owner is sued for wrongful eviction after removing a tenant.

In these scenarios, personal and advertising injury coverage can help cover legal defense costs and settlements, up to the policy limit.

How does personal and advertising injury coverage work in a lawsuit?

If your business is sued for a covered personal or advertising injury, your insurer may help pay for:

Attorney fees and court costs
Settlements or judgments
Related legal expenses

Understanding personal and advertising injury limits

Most general liability policies include a personal and advertising injury limit, often something like:

$1 million per occurrence
$2 million aggregate per policy year

This is the maximum amount the insurer will pay for all covered claims during the policy period. Choosing a higher limit can provide additional protection if defense costs escalate or if multiple claims occur.

What is not covered?

Personal and advertising injury coverage in general liability doesn't cover every type of claim. Many policies exclude:

Intentional acts: knowingly false or malicious statements
Contractual liability: claims arising solely from a contract dispute
Employment-related claims: usually require employment practices liability insurance
Media-focused businesses: where the primary service is content creation or publishing

If your business regularly creates or distributes content for others, you may need media liability insurance in addition to general liability.

How does personal and advertising injury coverage fit with other business insurance?

Personal and advertising injury insurance is not a replacement for other liability policies, such as:

General liability insurance: Usually includes personal and advertising injury coverage, as well as third-party bodily injury and property damage.
Professional liability / errors and omissions (E&O) insurance: Safeguards your business from mistakes related to professional services, not advertising or reputation claims.
Cyber insurance: Covers data breaches, hacking, and privacy incidents that may fall outside general liability.
Media liability insurance: Designed for businesses that create or publish content as a core service.

Many small businesses benefit from combining policies to close coverage gaps.

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Updated: January 5, 2026

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