If you use photos online, be it for a website, blog, brand, portfolio, or even social media, you're already dealing with photo licensing (whether you realise it or not).

Most people only pay attention to image rights when something goes wrong, like a takedown notice, a copyright email, or a DMCA threat. At that point, you're fixing a problem you didn’t know you had.

This guide helps you stay ahead of those situations. You’ll learn how photo licensing works, what’s allowed, what isn’t, and how to protect your content without slowing down your creative process.

What is a photo license?

A photo license is permission to use someone else’s photo under specific terms. The photographer or creator owns the image; you're just getting the right to use it, not to claim it as yours.

A license usually tells you:

• Where you can use the photo (website, social media, ads, print, etc.).
• How you can use it (personal, commercial, editorial).
• Any limits (time period, number of uses, distribution size).

If a photo doesn’t clearly state these terms, assume you don’t have the right to use it.

In short, you can't use an image just because you found it online. You need permission, that's the license.

How to license a photo properly (Step-by-step guide)?

Licensing photos is about following a repeatable checklist that protects you every time you use an image.

Here’s the step-by-step workflow smart creators and brands follow.

1. Start With a Safe Source (Never Google!)

Most copyright issues start because someone downloaded a “nice image they found online.”

Where to get photos safely:

• Paid stock like Shutterstock, Adobe Stock, iStock.
• Free but commercial-friendly: Unsplash, Pexels, Pixabay (still check each individual photo — rules differ).
• Canva Pro library.
• Public domain archives (ex: Library of Congress).
• Directly from the photographer.
• AI tools with clear commercial rights (ex: Adobe Firefly)

Never trust Google Image search, Pinterest boards, social media photos unless you asked the owner, and images in blog posts

Action step: Bookmark one folder called, “Safe Image Sources”. Add 5–7 trusted libraries. This alone eliminates 80% of risk.

2. Read the License (Before You Download)

Before you click download, pause and check:

• Does it say commercial use allowed?
• Does it say attribution required?
• Does it mention editorial only?
• Are there restrictions (e.g., no ads, no resale, no AI training)?

If the info isn’t easy to find, the site isn't reliable.

Where to look:

• Under the image.
• In the "Usage Rights" or "License" tab.
• On the platform's Terms/License page.

Action step: Train yourself to spot these words instantly,

• Some safe words are commercial use allowed, free for commercial use, royalty-free, and commercial license included.
• Some warning phrases are personal use only, editorial use only, no advertising and no derivative works.

3. Confirm What You Can Actually Do With It

This is where most people mess up. “Commercial use allowed” does not always mean unlimited freedom.

Before using a photo, answer:

For example, a photo may be free for blogs + social, but not allowed for t-shirts.

Action step: Create a sticky note near your computer. If it helps me earn money, then check commercial terms twice.

4. Download & Save the License Proof Immediately

People lose proof more than anything else, and then panic when asked for it years later.

When you download a photo, instantly save:

• Image file
• Screenshot of the license text
• Source link
• Receipt (if paid)

Store in folders by project or date.

Naming format to use:

           | clientname_photo_licensename_date.png

            | proof_license_screenshot.pdf

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Action step: Create a folder on your computer, like

📁 Photo Licenses

— 2025

— Client A

— Client B

This takes 2 minutes and future-you will love you for it.

5. Credit the Creator Only When Required

Attribution rules vary. If the license says credit required, follow exactly what it says. If it doesn’t, don’t add credit unless you want to.

Correct credit format:

| Photo by [Creator Name] via [Site] — Used under [License Type]

Wrong assumptions:

🚫 “I added credit so it's okay”

🚫 “It was free so I can use it anywhere”

Action step: Save this template for your blog/social captions - Image credit: [Name] / [Source]

6. When Uncertain, Ask for Permission

A quick email protects you better than guessing.

Message template:

Hi (Name),

I love your photo and would love to use it for [project].

Is it available for commercial use?

Happy to credit you or pay a licensing fee.

Let me know — thank you!

Many photographers say yes and some send you a simple link to purchase rights.

Action step: Create a canned message in your email or notes app right now.

Types of photo licenses (with simple examples)

Not all photo licenses work the same. Knowing the difference will save you from copyright issues and wasted time.

Below are the main types of licenses,

1. Royalty-Free License (RF)

Royalty-free licenses mean you pay once (or download for free) and use the image many times.

Royalty-free does not mean “do whatever you want.” It usually has limits, especially on resale and large-scale use. Use RF images when you need quality visuals regularly and don’t want to pay per use.

Avoid using RF when you're selling physical or digital products that include the image, which usually requires an extended license.

Best for: Websites, social media posts, blogs, presentations, client marketing work.

2. Rights-Managed License (RM)

Rights-managed means you license the image for a specific use, like one billboard campaign for 6 months in one country.

You pay based on scope, duration, and exposure. It can get expensive, but you get clarity and sometimes exclusivity.

You use this when you need premium images, exclusive rights, or you're working on something that will be widely public or legally sensitive.

Avoid RM when you don't need strict usage terms; RF will usually cover simple website or social use.

Best for: Ad campaigns, Magazine covers, TV & film, Projects with brand risk or high visibility.

3. Commercial License

Commercial licenses allow you to use the image to promote or support a business. If the photo helps make money or build a brand, you need this.

Use this when your content drives leads, sales, brand awareness, or revenue in any way.

Avoid assuming “free photos” include commercial use. Many free images exclude business use unless stated clearly.

Best for: Website hero banners, Social ads, Landing pages & sales funnels, Brand videos & brochures.

4. Editorial License

Editorial licenses are for informing, reporting, or commentary and not selling or marketing.

Use this when you're sharing facts, commentary, or reporting and not promoting a business. Avoid using editorial images for advertisements, website banners, and company social posts promoting products/services

Best for: News blogs & articles, Educational content, Documentaries, Media publications.

5) Extended / Enhanced License

An extended license gives you broader rights than a standard commercial license, especially when products or scale are involved.

Use this when you plan to sell, distribute, or reach a large audience with the image. Avoid using standard RF when your design will be printed, sold, or redistributed; that's where extended rights apply.

Best for: Merchandise (shirts, mugs, prints), Large-scale ad campaigns, Templates you sell (Canva, Etsy, etc.), Apps, software, or products with the image embedded

6) Creative Commons (CC)

Creative Commons licenses vary; some allow commercial use, some don’t.

Some key types:

• CC0 — use freely, no credit needed.
• CC-BY — credit required.
• CC-BY-NC — not for commercial use.
• CC-BY-SA — share modifications under the same license.

Use this when you need budget-friendly images and are willing to follow attribution rules. Avoid assuming CC means free for business. Always check which CC license applies.

7) Public Domain

Public domain images have no copyright; anyone can use them for anything.

Use this when you want zero restriction images for commercial or creative freedom. Avoid skipping attribution solely because it's not required. Crediting the creator (if known) is still always a good practice.

Best for: Commercial projects, Merchandise, Education, Creative work

If you're ever unsure whether you can use an image commercially, stop and check the license. When in doubt, treat it as not allowed until confirmed.

Real-world examples: What you can and can’t do with licensed photos

Photo licensing gets confusing when theory meets reality, so here’s how it works in everyday situations.

1. Using a photo on your website

Allowed with: Royalty-Free or Commercial license

For example, you run a bakery and need a photo for your homepage.

You can:

• Use a royalty-free stock photo from Adobe, Shutterstock, Pexels, etc.
• Use a commercially licensed image you purchased.

You can’t:

• Grab a pretty cake photo from Google or Instagram.
• Use Pinterest images unless the original license says you can.

2. Posting an image on social media

Allowed with: Royalty-Free or Commercial license

You can:

• Post a licensed image with your caption.
• Edit it (add text, crop, colour adjust*).

*Some licenses restrict heavy manipulation — check terms.

You can't:

• Take someone’s photo from Instagram and repost with your quote, unless you get permission.
• Use editorial-only images to promote your brand.

3. Using images in ads

Allowed with: Commercial or Extended license

You can:

• Put the image in Facebook, Instagram, Google ads.
• Use photos in landing page ads or billboards (extended may be needed).

You can't:

• Use Creative Commons non-commercial images in ads.
• Use editorial images (e.g., celebrities, brands, events) in ads.

4. Selling merchandise with a photo

Allowed with: Extended or Full Commercial rights

For example, when you’re selling t-shirts, posters, phone cases, and Canva/Etsy templates.

You can:

• Use your own original photos.
• Use CC0 or public domain photos.

You can’t:

• Use standard stock images from Pexels/Unsplash for merch.
• Use RF photos from Shutterstock without extended rights.

5. Using celebrity/event photos

Allowed with: Editorial license only

You can:

• Use them in a blog post like “Best Met Gala outfits”.

You can’t:

• Use them in ads.
• Use them on your homepage to look credible.
• Use them in brand graphics.

Celebrities have their personal rights, which means it can be very sensitive legally. 

6. Using images in client projects

Allowed with: Commercial license, purchased by you or the client

You can:

• Use licensed stock images for client websites/socials.
• Transfer the rights to the client (if the license allows).

You can’t:

• Download an image and send it to clients to reuse freely.
• Reuse paid images for multiple clients unless licensed for multiple projects.

7. Using AI-generated images

Depends on the platform’s terms

Safe when:

• Platform clearly states commercial rights (e.g., Adobe Firefly)

Be careful if:

• AI outputs resemble real brands/people
• The tool doesn’t guarantee commercial use rights

AI images solve licensing issues only if rights are clearly granted.

Here is a quick look at licenses that you should know based on your situation.

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How photographers can license & sell their photos?

Licensing lets you earn from your images repeatedly without giving up ownership. Here’s how to set it up the right way:

• Decide What Rights You’re Allowing: Define what buyers can and can’t do with your images (standard vs extended license).
• Choose Where to Sell Your Photos: Upload to stock sites or sell directly on your website/marketplaces.
• Set Your Pricing: Charge based on usage like higher fees for commercial, extended, and exclusive rights.
• Write Plain-Language License Terms: List what’s allowed (web, ads) and not allowed (resale, merch without upgrade).
• Protect Your Work: Keep RAW files, add metadata/watermarks, and save proof of ownership.
• Make the Purchase Process Easy: Add clear “Buy License / Download” links and automated delivery.
• Offer Bundles for Higher Value: Sell themed photo packs instead of single files to increase sales.
• Track Where Your Photos Are Used: Maintain a simple log or spreadsheet to monitor usage and catch unauthorized use early.

The smart way to use (and sell) photos

Photo licensing is how you protect your work, stay confident using others’ images, and avoid unpleasant surprises down the line. Whether you're a creator sharing your photos or someone using visuals for a brand, knowing how licensing works gives you control instead of relying on assumptions.

• Use images from trusted sources.
• Check the terms before you download.
• Keep proof.
• And when something isn’t clear, ask, it's always simpler than fixing a mistake later.

Good visuals should elevate your work, not create risk. With the right habits, licensing becomes routine.

If you’re a creator, this is also your path to consistent income from images you already made.

If you’re a business or designer, this keeps your projects clean, professional, and safe.

Now you know how to use photos legally, confidently, and with peace of mind, and honestly, that’s all licensing really is.

Frequently Asked Questions

1. What is image licensing?

Image licensing is the legal permission to use someone else’s photo or artwork under specific conditions. The creator still owns the image, the license tells you how, where, and for how long you can use it.

2. What is a photo licence?

A photo licence is a document or agreement that explains what you’re allowed to do with a photo. It covers details like whether you can use it for business, edit it, print it, or place it in ads. If you don’t have a licence, assume you can’t use the image.

3. How much to charge for a 2 hour photoshoot?

A reasonable range for a two-hour photoshoot is anywhere from $100 to $1,200 depending on experience, location, and the type of shoot. Beginners may charge around $100–$250, while experienced photographers typically charge $500 or more. Remember, the shoot fee covers your time; image licensing and usage rights are usually charged separately.

4. What are the three types of licensing?

The three most common types of photo licensing are royalty-free, rights-managed, and commercial versus editorial rights. Royalty-free lets you pay once and use the photo multiple times within set limits. Rights-managed licenses are tailored to a specific use such as a certain campaign or time period. Commercial and editorial licenses determine whether the photo can be used to promote a business or only for news and informational content.