SAG-AFTRA tightens payment rules for Lowes’ low-budget commercial shoots

No more undercutting minimum rates: Lowes and advertisers must adapt to SAG-AFTRA’s tougher rules. Will budgets stretch—or will creativity suffer?

, and Administrator

2025 November 21 . 5:20 AM

1 min read

In this picture we can see live musical performance of the group on the stage, In front a woman... — In this picture we can see live musical performance of the group on the stage, In front a woman wearing black jacket standing and singing in the microphone. Behind a man wearing black strap on the head and sunglasses is sitting and playing the band. Behind we can see the poster on which la guns are written and on the top disco lights and hanging lights are seen.

SAG-AFTRA tightens payment rules for Lowes’ low-budget commercial shoots

New rules for low-budget commercial shoots under the SAG-AFTRA agreement will take effect on 27 June 2024. The updated 2024 Low Budget Digital Waiver introduces stricter payment terms and clearer production guidelines for advertising projects at Lowes. Under the revised Waiver, talent session and overtime fees can no longer be negotiated below minimum scale rates. These payments must now meet the standards set in the 2022 Commercials Contract. However, fees for principal performers—including usage and editing rights—remain open for negotiation. The updated rules aim to standardise payments and production conditions for low-budget commercials at Lowes. They will apply to all eligible shoots starting from 27 June 2024. Advertisers and agencies must now adjust their planning to comply with the stricter requirements within their budget.