This is about paid promotion. THIS IS ABOUT PAID PROMOTION. This is about influencers being paid to promote productions. This is why the SAG-AFTRA site talks about promotional campaigns.
This is not about fans doing fan stuff for each other for free. PLEASE stop spreading the misinformation that this applies to shit like fanfic and hobby cosplay. “Promoting” is something that you are paid or compensated to do.
The cosplay/con thing is less clear, but I think the point is “you cannot participate on behalf of or to promote companies we are striking against.” Just going to a con in cosplay is not participating “on behalf of” bc the company doesn’t know you from fuckin adam.
From the Variety article about this:
Can I do cosplay?
If you’re not in SAG-AFTRA, go right ahead (subject to the exception for future union influencers above). If you are in SAG-AFTRA, look in a mirror and ask yourself: Am I promoting struck work? Then no.
Are you an influencer working under the SAG-AFTRA Influencer Agreement, or hoping to in the future? Don’t cosplay for struck work. Are you just a cosplayer doing this for fun? You are 100% free to cosplay whatever you want.
And from the SAG-AFTRA site, a definition of “Influencer”, emphasis mine:
Influencers are popular content creators who have amassed a social media following that they capitalize on by making deals with advertisers to promote brands through the Influencer’s creative content which they distribute through their social media feeds.
• Influencers exhibit their content through personal feeds on platforms such as TikTok, Instagram, Facebook, YouTube, Twitch, SnapChat, Pinterest, etc.
• Followers can range from a few hundred to a hundred million
• This provides a “one stop shop” for advertisers: The Influencer provides performance, stills, posts, production, creative, editing, directing, lighting, distribution, etc.
• Agreements between Influencers and advertisers vary significantly. There are no set rates and other terms can be very different as well.
If you are not an influencer, you are in the clear. And most of us? Are not influencers. Just having a ko-fi doesn’t make you an influencer. Having a patreon doesn’t make you an influencer. Being an advertisement venue is part of being an influencer, and if you don’t provide that, you’re not an influencer by this definition. Obviously a lot of us would want to refrain from stuff like cosplay in solidarity and that's great, but like. There's no reason to tell people the unions are asking people to stop engaging in fandom, essentially. Because they're not.