A guide to using copyrighted images

Images are powerful. We remember them for longer than the words we’ve read. They’re crucial in charity communications: to grab attention, make people react, stick in people’s minds, and help communicate information.

 

The internet is crammed with great visuals. Platforms like Instagram rely on them. But we can’t just take and use any image we find for our communications – tempting and easy though it might be. If you don’t have the right permission to use an image, you’re committing a legal offense.

 

Here are some simple hints to make sure you have the right permission to use those attention-grabbing images.

 

 

What is copyright?

 

Whenever someone creates an image – whether painting, illustration or photo, digital or physical – they automatically own the rights to it. It’s a way of protecting the work so it can’t be reproduced, stolen, or copied without the permission of the artist or creator.

 

Copyright law extends to other kinds of intellectual property, such as film, literature, music, and sculpture. Even if an image isn’t credited to a specific photographer, artist, or agency, or if it doesn’t have a copyright symbol, it doesn’t mean it’s not protected by copyright.

 

 

Why should charities be aware of copyright?

 

If you want to use an image that’s protected by copyright, you’ll need to get a license or permission from the creator first (we explain how below). That’s whether you’ve found the perfect photo to feature in your new campaign, a great infographic you want to use on social posts, or an illustration to promote an event.

 

If you use an image without having the right copyright permissions, you’re committing copyright infringement. It’s a legal offence and one that could cost you time and money.

 

 

Find out who owns the copyright

 

When you’ve found an image you want to use, you need to find out who owns the copyright. That will often be obvious (particularly if the image has been attributed to someone).

 

If using Google to search for an image, then use the filter under ‘tools / usage rights’ and the images will include credits and licence information. And if you can’t find out who owns the copyright, move on and find another image.

 

 

Which licence do I need?

 

While there are some exceptions to copyright (including use in non-commercial research or private study), you’ll need a licence or agreement to use the vast majority of images you’ll come across in your picture search. These include:

 

 

Paid licence

 

You’ll need to pay to use the image and the fee will vary depending on how you want to use it and how often.

 

 

Creative Commons licence

 

You’ll be able to use the image under certain conditions, in most cases that will include correctly attributing the image to the creator. There are six different types of Creative Commons license, while the Creative Commons Zero license allows creators to give up their copyright, meaning you can use it or adapt it with no conditions attached.

 

 

Royalty-free licence

 

A royalty-free licence doesn’t mean you don’t have to pay to use the image. It means that once you’ve paid to use it once, you can use it for almost any other purpose – without having to pay the copyright holder each time you use it.