As a marketer, you know that visuals are an important part of your brand’s message. Stock images can be a valuable resource, but it’s important to understand the legal implications of using them in your marketing. Here’s what you need to know.

Copyright Issues

The first legal concern when it comes to using stock images is copyright. Stock image websites provide images that are licensed for specific uses, and it’s important to read the licensing agreement carefully. Some common types of licenses include royalty-free, rights-managed, and extended licenses.

Royalty-free images are the most common type of license and allow for unlimited use of the image without any ongoing payments. Rights-managed licenses, on the other hand, are more restrictive and usually come with a time limit or usage restrictions. Extended licenses allow for additional uses beyond what is covered by the standard license.

It’s important to note that just because an image is available on a stock image website does not mean it’s free to use without permission. It’s always best to assume that an image is protected by copyright and to obtain the necessary permissions before using it.

Model and Property Releases

Another legal issue to consider when using stock images is whether or not a model or property release is required. A model release is a legal document signed by the person or people in an image, giving permission for their likeness to be used for commercial purposes. A property release is similar, but pertains to the use of images of private property or landmarks.

It’s important to make sure that the images you use have the necessary releases in place. This is especially important if you plan to use the images in a commercial capacity, such as in advertisements or on packaging. Without the proper releases, you could be liable for damages if someone claims that their likeness or property rights were violated.

Image Alterations

Finally, it’s important to consider the legal implications of altering stock images. While minor adjustments such as cropping or color correction are usually allowed, more significant alterations could lead to legal issues.

For example, using an image of a famous landmark and altering it in a way that misrepresents the original could be a violation of intellectual property laws. Similarly, altering an image to include offensive or defamatory content could result in legal action.