Hiring models in Istanbul (2026): day rates, usage rights and the total cost
Model fees in Turkey in 2026: day rates, usage rights by medium, agency share, withholding tax and child model rules, seen from the brand’s side.
In 2026, model fees in Turkey, meaning a model’s shoot fee, are roughly TRY 2,000 to TRY 15,000 a day (about €35 to €270), based on current marketplace quotes. In e-commerce studio shoots the model fee is TRY 5,000–15,000 a day, trade-fair models earn TRY 4,500 for 8 hours and extras TRY 1,200–2,000 a day. In advertising, though, the real cost is set less by the day rate than by the usage rights: where, for how long and in which countries the images will be used.
This guide is for brands looking for models for a shoot in Turkey. At BEF Model we have cast more than 500 models across over 1,000 projects. Below are current fees, how usage rights are calculated, the agency share, taxes and the legal rules for child models, with sources. Euro amounts use the Central Bank of the Republic of Türkiye rate of 25 September 2026 (€1 ≈ TRY 55.7).
Short answer: A model’s day rate in Turkey ranges from TRY 2,000 to TRY 15,000. For images used in advertising, the industry’s advisory table adds a one-year usage fee of 50–100% of the day rate for each medium. Agency fees and taxes belong in the total too.
Model and talent day rates in Turkey, 2026
| Type of work | Day rate | Source and note |
|---|---|---|
| Female model (fashion, product, e-commerce) | TRY 2,000–15,000 (€35–270) | Marketplace average, quotes from July–September 2026 |
| Commercial actor | TRY 2,000–10,000 (€35–180) | Marketplace average; full-day corporate ads see quotes of TRY 10,000–12,000 |
| E-commerce studio day (model fee) | TRY 5,000–15,000 (€90–270) | The whole day for 40–80 products costs TRY 18,000–46,000 |
| Trade-fair model | TRY 4,500 for 8 hours | Hostess TRY 2,500–3,000 |
| Extra | TRY 1,200–2,000 | TRY 3,000–5,000 for roles with lines or special skills |
Sources: Armut: female models, Armut: commercial actors, an agency’s 2026 e-commerce shoot guide, a model agency’s trade-fair rates and a July 2026 news report on extras’ day rates.
What are usage rights and how are they calculated?
Usage rights are the fee for using a model’s image in given media, countries and periods. According to the advisory table published by KASTDER, the association of Turkish cast agencies (KASTDER):
- Term: one year from the invoice date.
- Rate per medium (as a % of the model’s fee): TV 100%, the brand’s website 100%, social media 100%, outdoor billboards 100%, cinema 50%, stories, bumpers and banners 50%, in-store 50%, print 50%.
- Territory: 500% for each of Europe, the Americas and the Gulf countries.
- Photos taken during a film shoot: 50% of the film fee per use.
- Year two: extended with the higher of the TÜİK or Istanbul Chamber of Commerce inflation rate; from year three a new written contract is needed.
Example: if a model with a TRY 10,000 day rate is used for one year in Turkey on social media and on the brand’s website, the table adds TRY 10,000 + TRY 10,000 of usage fees to the TRY 10,000 shoot fee: TRY 30,000 in total (about €540), plus the agency fee and taxes. The table is advisory; rates are negotiated for each project.
Agency share, invoicing and taxes
- Agency share: in KASTDER’s standard contract the model is self-employed; the agency keeps 25% of the model’s net fee and invoices the client a separate agency fee (KASTDER).
- Withholding tax: 20% income tax is withheld from payments for freelance services; freelance receipts have been electronic (e-SMM) since 2020. For payments to people who aren’t tax-registered, the payer issues an expense voucher within 7 days (Turkish Revenue Administration guide).
- Working terms: in KASTDER’s work agreement template, work over 10 hours counts as overtime, fittings are free for up to 2 hours a day, and cancellations less than 24 hours ahead are charged (KASTDER).
Legal rules for child models
Under Article 71 of Turkey’s Labour Law, children under 14 may work in art, culture and advertising only with a written contract and a separate permit for each activity. They may work at most 5 hours a day and 30 hours a week; during the school term, at most 2 hours a day and 10 hours a week outside school hours (Labour Law No. 4857). The actors’ union’s 2026 set guidelines go further: no work for children aged 0–2, at most 1 hour a day for ages 2–5, and a parent on set (Actors’ Union). Before the shoot, confirm which authority issues the permit and the current procedure.
Image consent and data protection
A person’s picture and portrait can’t be published without their consent (Copyright Law, art. 86). Decisions of Turkey’s data protection board show how much the scope of consent matters: a hospital was fined TRY 100,000 after a doctor used a patient’s photos for ads on their own account, although the consent form named the hospital as the user (KVKK 2022/630); photos of a former employee left on a company’s social media were also found unlawful (KVKK 2021/422). A model contract should always state:
- Who will use the images (the brand, the agency, resellers)?
- In which media and which countries?
- For how long, and how will images be removed when the term ends?
- How will the fee be set if the term is extended?
The total cost formula
Total = day rate + usage rights (media × term × territory) + agency fee + taxes + any overtime, fitting and cancellation fees. Ask for each item on a separate line; in a shoot quote that says “model included”, the scope of usage rights is often unclear.
Working with BEF Model
BEF Model is BEF Agency’s model and talent agency: with a portfolio of more than 500 models, it has handled casting and set coordination on over 1,000 projects. Because casting, shooting and editing are run by the same team, the model fee, usage rights and production appear in one quote and on one invoice. The service covers casting, set coordination and the management of usage rights together. See BEF Model, and our guide to video production costs in Istanbul for shoot budgets.
Frequently asked questions
How much does a model cost per day in Istanbul?
According to marketplace quotes in September 2026, TRY 2,000–15,000 a day. In e-commerce studio shoots the model fee is TRY 5,000–15,000 a day; usage rights are added for advertising.
How much does a commercial actor cost?
Marketplace quotes average TRY 2,000–10,000; full-day corporate ad jobs see quotes of TRY 10,000–12,000. TV and digital usage rights are charged separately.
What are usage rights?
The fee for using a model’s image in given media, countries and periods. In KASTDER’s advisory table the term is one year, with 100% of the fee for TV and social media and 50% for stories and banners.
Do you need a permit to work with child models in Turkey?
Yes. Under the Labour Law, children under 14 may work on ad shoots only with a written contract and a separate permit for each activity, and their working hours are limited by law.
Can I use the shoot photos forever?
No, you are limited to the term and media in the contract. Under the industry table, usage rights last one year; year two is extended with an inflation uplift, and year three needs a new contract.
