FrameRights

Start Here: Image Usage, Explained Without Legal Language

If you're new to working with photographers or managing image licensing, this is your starting point. No legal jargon. Just the basics.

The One Thing to Understand

When you hire a photographer and receive image files, you're not automatically buying ownership of those images. You're buying permission to use them in specific ways.

That permission is called a license.

Why It Works This Way

Photography is protected by copyright law, just like music, books, and software. The person who creates it owns it by default.

When you pay a photographer, you're paying for their time, expertise, and the license to use the images. Unless you specifically negotiate to buy full ownership (which is rare and expensive), the photographer retains the copyright.

This isn't unique to photography—it's how creative work operates.

What a License Covers

A typical image license defines:

  • What you can use the images for (website, social media, print ads, etc.)
  • How long you can use them (one year, five years, forever, etc.)
  • Where you can use them (US only, worldwide, etc.)
  • Whether you have exclusive rights (or if the photographer can license the same images to others)

The more extensive the license, the higher the cost. A license for website use only costs less than a license for a national ad campaign.

Common Scenarios

Scenario 1: Website Photos

You hire a photographer to shoot photos for your company website. You'll likely get a license that allows you to use the images on your website and social media for a set period (e.g., two years).

If you later want to use those same images in a print brochure or TV commercial, you'd need to upgrade the license.

Scenario 2: Event Coverage

You hire a photographer to cover a corporate event. The license might allow you to use the images for internal presentations, your website, and social media.

If you want to sell the images to attendees or use them in paid advertising, that would require a different license.

Scenario 3: Product Photography

You hire a photographer to shoot product images for your e-commerce site. The license might be perpetual (no expiration) and cover all marketing uses.

If you later sell your company, the new owner might need a new license to continue using the images.

What Happens If You Don't Have a License

If you use images without a proper license, you're technically infringing on the photographer's copyright. This can lead to:

  • Legal disputes
  • Unexpected invoices for unauthorized use
  • Damage to your professional relationship with the photographer

Most photographers won't immediately sue—they'll reach out and ask you to either stop using the images or pay for the additional usage. But it's better to avoid the situation entirely by having clear terms upfront.

How to Make Sure You're Covered

Before you start using images, make sure you have:

  • Written documentation of what you're allowed to do (contract, invoice, license record, or email confirmation)
  • Clear terms that specify the scope, duration, and any restrictions
  • Easy access to the license so your team can reference it when needed

If you're not sure what your license covers, ask the photographer. It's better to clarify upfront than to assume and be wrong.

What If You Need More Than the Original License?

If your needs change—maybe you want to use the images in a new way, for a longer period, or in a new market—just ask the photographer to upgrade the license.

Most photographers are happy to expand a license for an additional fee. It's a normal part of the process.

The Bottom Line

Image licensing doesn't have to be complicated. The key is to understand that receiving files isn't the same as receiving unlimited permission to use them.

When you have a clear license that documents what you're allowed to do, you're protected. You can use the images confidently, knowing you're operating within the agreed terms.

And if you ever have questions, just ask the photographer. Clear communication solves most problems before they start.

Where to Go Next

If you want to learn more, check out: