It’s All About Image Licensing: A Guide for Brands and Creators
Proper image licensing is crucial for all brands and creators. In this guide, we’ll explore how to legally use copyrighted images for any project. Every creative work is protected by copyright law, meaning that photos, website designs, illustrations, and drawings can all be subject to copyright. However, there are a few exceptions, such as fair use, which allows for certain uses of copyrighted images like commenting, criticizing, or parodying.
Nevertheless, in most cases, a license is required to protect both the creator and the licensee. Licensing not only prevents copyright infringement lawsuits but also compensates the contributors. Andrew Raff, Assistant General Counsel of Privacy & Security for Shutterstock, explains that creators have exclusive rights to determine how their original work is copied, distributed, performed publicly, and used to create derivative works.
At Shutterstock, we compensate our creative community for their assets in our content library and AI-generated content. When you license content from us, you gain specific rights based on the image license you choose. We offer different license types, including Standard, Enhanced, Enterprise, and Editorial. Let’s explore the differences between them:
Standard Image License
The Standard license is the most cost-effective option for small businesses. It covers typical marketing uses like featuring images on websites, apps, and print materials up to 500,000 copies. It also allows for small film and multimedia productions with budgets less than $10,000.
Enhanced Image License
The Enhanced license expands on the Standard license, allowing for unlimited printing and use in products made for sale, such as merchandise and product packaging. However, there are limitations, such as restrictions on sensitive uses and third-party rights. For example, Enhanced licenses cannot be used in pharmaceutical or political verticals, and third parties cannot transfer rights to licensed images.
Enterprise Licenses
Enterprise licenses are ideal for corporations, large businesses, political organizations, pharmaceutical companies, and agencies. They provide additional rights and flexibility beyond Standard and Enhanced licenses. Premier licenses offer uncapped indemnification, white-glove services, and third-party transfer rights. Media licenses are available at a lower cost but do not include merchandising rights.
Editorial Licenses
Editorial licenses have stricter usage rights and are intended for editorial content, such as news and academia. These images may include trademarks and be subject to privacy or publicity concerns. Therefore, they cannot be used for marketing materials or commercial gain.
When it comes to image licensing, it’s essential to follow copyright rules and obtain proper permission. Using licensable images illegally can have severe legal consequences, including significant financial damages and damage to your reputation. Free stock images may not offer the same guarantees and quality as licensed images from reputable platforms like Shutterstock.
Shutterstock protects both contributors and customers by carefully vetting contributors and offering indemnification for customers. Licensing an image on Shutterstock is as simple as choosing a pricing plan, searching for an image, and using credits to buy the desired license.
In today’s digital world, where high-quality content is in demand, proper image licensing is vital. As technology allows for easier tracking of content use, creators can identify and protect their work from infringement. By approaching stock content in the right way, brands and creators can ensure legal compliance and maintain their integrity.