If your project uses stock photos, illustrations, or videos, it is important to understand how image licensing works. Using an image without the correct licence can result in legal action and significant fines.
You Buy a Licence, Not the Image
When you purchase a stock image, you are not buying the image itself. You are buying permission to use it under specific conditions. The photographer or creator retains copyright.
Types of Stock Image Licences
Royalty-Free (RF)
The most common type. You pay once and can use the image multiple times across different projects. Despite the name, “royalty-free” is not the same as “free” — you still pay for the licence. The “royalty-free” part means you do not pay ongoing royalties each time you use it.
- Typical uses: websites, social media, brochures, presentations
- Restrictions: usually cannot be used on merchandise for resale, cannot be resold as-is, cannot be used as a trademark/logo
Rights-Managed (RM)
A more restrictive licence that grants specific usage rights — for a defined time period, geographic region, print run, or media type. More expensive but can offer exclusivity.
- Typical uses: advertising campaigns, magazine covers, billboards where exclusivity matters
- Restrictions: strictly defined in the licence — using outside the agreed terms is infringement
Editorial Use Only
Images of real events, public figures, or newsworthy situations that are licensed only for journalistic, educational, or commentary purposes. They cannot be used for advertising, marketing, or commercial promotion.
Extended / Enhanced Licence
An upgraded version of a royalty-free licence that grants additional rights — typically for merchandise, large print runs (over 500,000 copies), or use in templates intended for resale.
What About Images Found on Google?
Finding an image on Google does not mean it is free to use. Google is a search engine, not a licence provider. Every image you find online was created by someone who owns the copyright. Using it without permission is infringement, regardless of how easy it was to download.
Where to Get Properly Licensed Images
- Paid libraries: Shutterstock, Adobe Stock, iStock, Getty Images
- Free with attribution: Unsplash, Pexels, Pixabay (check individual licences — terms vary)
- Custom photography: commissioned specifically for your project
Our Approach
When we source stock images for your project, we ensure proper licensing is in place. The licence type and source are documented in your project files. If you supply your own images, please confirm that you have the right to use them commercially.
The Risk of Getting It Wrong
Copyright holders actively monitor image usage using reverse image search technology. Infringement claims typically start with a demand letter for retrospective licensing fees — often several times the original licence cost. In serious cases, statutory damages can reach tens of thousands per image. It is always cheaper to licence properly upfront.