What you need to do

What you need to do

Licensing an image may not be as straightforward as you think – but it needn’t be a legal minefield either. There are various considerations that you should bear in mind to make sure that you license the right image, in the right way – to ensure your image needs are met. It’s really all about knowing what you are licensing.

The list of questions below is a good place to start when licensing an image:
(You can also download the list here: Licensing Checklist.pdf 110510)

✔ Are you clear on what the image will be used for?
- Will it be used for a billboard advertising campaign? A brochure? Website? Mobile?

✔ Have you confirmed the duration of the license you need?
- How long do you want to use the image for? A week? One month? Several years? Check when the license expires and check the length of the campaign or project the image will be used for.

✔ Have you confirmed how big the print run will be?
- How many times do you want to print or otherwise use the image? 10,000? 100,000? 500,000 times? Have you checked whether you can extend the print run or usage rights?

✔ Have you considered whether the image is rights-managed or royalty-free?
- This will affect how you can legally use the image – just because you’ve paid, does not mean you can use it however you like.

✔ Are there people in the image?
- Have you checked that the supplier holds any necessary model release(s) for the image?

✔ Are there any trademarks in the image?
- Have you checked that the supplier holds any necessary property release(s) for the image?

✔ Are there any artistic works (such as paintings and sculptures) in the image?
- Have you checked that the supplier holds any necessary property release(s) for the image?

✔ Are there any buildings in the image?
- Have you checked that the supplier holds any necessary property release(s) for the image?

✔ Does the supplier offer legal protection with the image?
- Will they bear the liability and assume the costs if a claim arises? What kinds of claims are covered by the legal protection?

✔ Does this legal protection come free with the image?
- Are you covered automatically?

✔ Is there a limit on the amount of legal protection?
- Legal fees can be expensive – check how much you are covered for.

✔ Do you know where to go to ask for advice if you are not sure?
- Stockphotorights.com can be a good place to start for information. Consult your legal counsel if you have specific questions.