Understanding Image Licensing (Made Simple)
When you hire a photographer, you’re not just investing in the time spent capturing the moment. You’re also investing in the rights to use the images. This is where many clients get confused, and fair enough. Licensing can feel like a maze of legal jargon. Let’s make it simple.
At its core, image licensing is just permission.
A licence tells you how you can use the images and where they can appear. It's designed to protect both your organisation and the creative work behind the photos.
Here’s a clear breakdown of what licensing actually means and how it works for brands, government teams and event organisers.
What is Image Licensing?
When a photographer creates an image, they automatically own the copyright. Licensing gives you certain rights to use those images for your marketing, communications or campaign needs.
Think of it like renting a house. You don’t own the property, but you have full permission to live in it, decorate it and use it for your purpose. Ownership stays with the landlord, but the rights you have are real and valuable.
Why Licensing Matters
Licensing ensures that:
You have clear, legal permission to use the images in your intended channels
Your team knows exactly what usage is included (and what isn’t)
The photographer’s work is protected from unauthorised use
There’s no risk of issues if third parties request the images
Strong licensing protects everyone.
Common Types of Image Use
Every organisation has different needs, but here are the most common usage categories you’ll come across:
Digital Marketing
This covers:
Websites
Social media
EDMs and newsletters
Internal communications
This is usually the base level included in most commercial shoots.
Media & PR
This covers:
Press releases
Media kits
Editorial features
News coverage
Media usage allows your PR team to distribute images externally.
Campaign & Advertising
This is broader usage that includes:
Paid social campaigns
Digital ads
Out-of-home (OOH) billboards
Posters, banners and large-format print
Because campaign work generally reaches a bigger audience and delivers higher value, it often requires an expanded licence.
Third-Party Requests
Sometimes partners or sponsors want to use your images too. Licensing clarifies whether:
Third parties can use the images
They require written permission
There’s an additional fee
This keeps things clean and avoids awkward emails later.
What’s included when you work with us?
For most commercial and event projects, you’ll receive a licence designed to support:
Website use (banners, landing pages, blog posts and general site content)
Organic social media across your organisation’s channels
General marketing and communications
Email newsletters and stakeholder updates
Internal presentations, reports and proposals
Print collateral such as brochures, flyers and programs
Event recap content for internal or community engagement
Editorial use within your own publications (annual reports, case studies, impact reports)
If your project requires:
Paid advertising campaigns (digital, social, broadcast)
PR and media distribution to third-party outlets
Large-format or OOH print (billboards, bus shelters, transit, building wraps)
Sponsorship or partner usage
Commercial resale or third-party licensing
Tourism or national campaigns requiring external syndication
Additional distribution
…we’ll tailor the licence to match your goals.
Every project is different, so licensing is flexible. The intention is always the same: give you the freedom you need to promote your event or story effectively while protecting the integrity of the work.
Why licensing is a value-add, not a complication
Clear licensing helps you:
Avoid copyright risks
Share assets confidently with internal teams
Align your usage rights with the scale of your campaign
Plan future marketing without surprises
When everyone understands what’s included, your project runs smoother and your content delivers more impact.
Final Thoughts
Licensing doesn’t need to be overwhelming. It’s simply a framework that protects your organisation, supports your marketing strategy and respects the creative work behind the images.
If you're planning a campaign or event and unsure which licensing level you need, reach out. We’ll make sure you have the right coverage to maximise your story’s visibility and impact.
