Avoid the Showdown: How to Find Website Images That Minimize Legal Risk

Example: A boutique hotel that photographs its own rooms and amenities never has to worry about licensing disputes — plus they’ve got the added bonus of authentic, on-brand visuals.

Important Legal Caveat: If you take a photo of a person in which their face is recognizable in the image, depending on the circumstances (including how you plan to use the image), you may need a signed release from that person to use their image in a public way (such as on a website). You should consult with an attorney before using such images. You should also consult an attorney regarding using images of someone else’s private property, copyrighted works, trademarks or service marks.

Note: See AI-Generated Images and Copyright: What You Need to Know Now for helpful information regarding the use of AI-generated images.

When DIY isn’t realistic, reputable stock photo sites are the next best thing. They provide professional images with clear licensing and — this is important — legal recourse if disputes arise. Adobe Stock, Shutterstock, iStock and DepositPhotos all offer massive libraries for nearly every niche.

• Keep your image receipts and license agreements in one retrievable location.
• Depending on its intended use, always verify whether the image is marked “editorial only,” which means no commercial use. With some stock libraries, an Editorial category is available on a menu displayed somewhere on the home page (usually at the top or on the left side of the page). Most commonly, however, the information is displayed directly alongside the image you’re considering.

• Understand whether your license covers web, print or both. This information is outlined in the license agreement or terms of use. Most stock libraries provide license information (or terms of use) directly on the individual image’s description or details page, so you can check before you download it.
• Check for model and property releases. A model release is a legal document signed by a person to grant permission for their likeness to be used commercially in photos, while a property release is a similar document signed by the owner of private property to allow a photo of their property to be used commercially. Both are required for commercial use, such as in advertising, to avoid legal issues, especially when identifiable people, recognizable private property or copyright-protected works are included in an image.
• Make sure you’re covered for all domains and projects. This means it’s up to you to check the licensing and copyright status of an image by looking for watermarks, checking metadata or playing Sherlock Holmes to find the source. You can search for terms like “public domain,” “Creative Commons,” or specific license agreements. If the license is unclear, you must contact the copyright owner for permission.

Free image libraries like Unsplash, Pexels and Pixabay can be a godsend for startups on a tight budget. They’re often high-quality and generously licensed — but “free” doesn’t mean “risk-free.” Before you download:

• Check whether attribution is required. Whether you’re dealing with a legitimately downloaded free image or a paid image, don’t assume that you’re free to use it without proper acknowledgement. Certain licenses (whether free or paid) stipulate that you absolutely have to credit the creator, no matter what.
• Save all relevant documentation at the time of download.

Many free photos lack proper model releases (defined above), which can become a legal gray area — especially if you’re using them commercially.

If you want truly free and clear visuals, look to the public domain. These are works that are no longer under copyright or were never protected in the first place. Where to look:

Creative Commons (CC) licenses let creators share their work under specific conditions—usually involving attribution.

There are multiple types of CC licenses, ranging from “use freely with credit” to “no commercial use allowed.” Always follow the license terms exactly — one simple slip-up can still count as copyright infringement.

You can search directly on the Creative Commons website to find properly licensed material.

When you need something truly tailored — like product photos, brand illustrations or hero images — hire a professional. But get it in writing. Your contract should include clauses that clearly state who owns the copyright (you, not the creator), include “work-for-hire” language and outline where and how the images can be used. Because these rules can vary significantly by jurisdiction, businesses may wish to seek professional advice when commissioning custom creative work.

Example: An e-commerce brand commissions product shots under a contract assigning all rights to them. If a competitor later claims ownership (because they’ve purchased the same images from the scurrilous photographer), the e-commerce company’s paperwork shuts down the dispute instantly. All rights were assigned to them — in writing. Case closed. The politest form of “Go fly a kite.”

Even with the best intentions, image sourcing can get messy — especially when you’re juggling paid, free and custom visuals. ImageVerifier can help you significantly reduce your level of risk.

Example: A marketing department uses ImageVerifier after receiving a copyright infringement claim letter. A scan reveals several unlicensed images across their website — enabling them to immediately license or replace the images before anyone else comes knocking.

Building a Risk-reducing Image Workflow

Step 1. Plan your needs: List what visuals you need and your budget.

Step 2. Choose legitimate sources: Mix original photos, paid stock and public domain images.

Step 3. Keep receipts: Save every license, contract and release in one place.

Step 4. Verify: Run your site through ImageVerifier and fix any flagged content.

Step 5. Stay current: Repeat the ImageVerifier scan regularly — or after updates or image additions — to help you stay compliant.

• Free images may seem thrifty, but they often come with hidden risks — limited selection, questionable licensing and potential legal exposure.
• Paid images buy you peace of mind, proper documentation, professional support and no attribution headaches.
• Original photography offers unbeatable long-term value — unique content, complete control and zero ongoing fees.

• For small and mid-sized businesses: Mix stock and original images, verify everything with ImageVerifier and build good habits early.
• For larger brands: Invest in some custom photography, use paid stock libraries and run regular audits with ImageVerifier.
• For agencies: Standardize your sourcing procedures and use ImageVerifier to validate every client site before launch.

Disclaimer: The information on this website is provided for general information purposes only and does not constitute legal advice. Nothing on this site creates an attorney–client relationship. Copyright laws vary by situation and jurisdiction, and you should consult a licensed copyright attorney for advice regarding your specific circumstances.