Assuming “Royalty-Free” Means “Free to Use”

One of the most frequent misunderstandings is the assumption that royalty-free images are free of cost or restrictions. In reality, “royalty-free” refers only to the payment model. You pay once for the licence and can use the image multiple times without additional fees. Moreover, this does not mean that you can use it in any context. In the UK and EU, royalty-free licences still come with clear terms about how, where, and for how long an image may be used. Commercial usage, modification rights, and redistribution are often restricted. Violating these terms can result in legal action or revocation of the licence.

Ignoring Licence Scope: Print vs. Digital vs. Global

Many image licences define usage parameters such as medium, geography, and duration. Publishers frequently overlook the distinction between a licence for print and one for digital platforms. Similarly, using an image globally when the licence only covers the UK, for example, could put you in breach of contract. If a licence is granted for use in a UK print publication but the image is repurposed on a global website or social media, additional permissions or fees may apply. Publishers should always clarify whether their licence includes international rights and all intended distribution channels.

clocktower big ben
The East face on the clock tower that houses "Big Ben" is stopped at 12 while the other faces show d.., 1994-02-02 (photo), / REUTERS/Russell Boyce / Bridgeman Images

Forgetting to Get Releases for Recognisable People or Locations

Even if an image is fully licensed, publishers may still need a model release (for identifiable individuals) or a property release (for recognisable locations, artworks, or interiors). This is particularly important in commercial contexts such as advertising, product packaging, or promotional materials. Failure to obtain a release can lead to claims of defamation, privacy infringement, or misrepresentation. Museums, estates, or living artists may also restrict how images of artworks or their likenesses are used. Publishers should confirm all necessary permissions are in place before publication.

Using Images from “Free” Sites Without Checking Terms

Platforms that offer “free” images often have licences that are far from universal. Some limit use to non-commercial purposes, require attribution, or prohibit redistribution. Others may host content that was uploaded without the correct rights in place. In the EU and UK, liability can still fall on the publisher even if the image was sourced from a third-party platform. Courts typically do not accept “I found it online” as a valid defence. Always review the terms of use carefully and consider sourcing from reputable archives that verify rights ownership.

plane landing
Landing approach, 1983 (photo), / © SZ Photo / amw / Bridgeman Images

Misinterpreting Creative Commons Licences

Creative Commons (CC) licences can be useful, but they are not a blanket permission. Each variation (e.g. CC-BY, CC-BY-NC, CC-BY-SA) comes with its own rules about modification, attribution, and commercial use. Misuse of Creative Commons imagery is a growing issue in publishing, and rights holders may pursue enforcement if terms are breached. Publishers should familiarise themselves with the distinctions between licence types and always provide proper credit when required.
Here is a breakdown of common Creative Commons licence types:

  • CC-BY (Attribution): You can use, modify and distribute the work, even commercially, as long as you credit the original creator.
  • CC-BY-SA (Attribution-ShareAlike): Similar to CC-BY, but any derivative works must be shared under the same licence.
  • CC-BY-ND (Attribution-NoDerivs): You can reuse the work, including commercially, but it cannot be modified (cropped, filtered, covered, etc.) and must be used with attribution.
  • CC-BY-NC (Attribution-NonCommercial): You may use and adapt the work, but only for non-commercial purposes, with credit to the creator.
  • CC-BY-NC-SA (Attribution-NonCommercial-ShareAlike): Non-commercial use and adaptations are allowed, but derivatives must be licensed under identical terms.
  • CC-BY-NC-ND (Attribution-NonCommercial-NoDerivs): The most restrictive: you may download and share the work non-commercially with credit, but not modify it or use it commercially.

Always double-check the licence requirements on the source website, and when in doubt, seek legal advice or alternative imagery from reputable archives.

Not Keeping Proper Documentation or Licence Records

Even when all licences are properly secured, poor record-keeping can cause future problems. This is especially true in publishing, where content is often reused, adapted, or reissued years later. Without documentation, you may be unable to prove you had the right to use an image, particularly if the licensing agency or photographer is no longer available. Best practices always include maintaining digital copies of all licence agreements, usage rights summaries, release forms, and correspondence. A clear archive of permissions protects your business and ensures confidence in all future uses.

Want to Learn More?

→ Understanding Image Licensing for Books, Ads and Education
→ Guide to Fair Use for Editors and Publishers
→ What is Copyright and when does it expire?

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