Stock photos for free commercial use can be a helpful solution for businesses and marketers who need high-quality visuals without the cost and deadlines of custom photography. However, using these images comes with specific terms and conditions that must be understood to avoid legal pitfalls. Read this article to discover how to work legally with stock photos for commercial use from Depositphotosand other stock websites, how your business can benefit from them, and the licensing types you should know about.
What exactly are free-to-use stock photos?
Stock photos are pre-made, high-quality images that photographers shot and then made available under particular licenses. Free-to-use stock visuals, in turn, have to be used under specific terms and conditions, often specified by photographers or other contributors.
Here’s how businesses can benefit from free images for commercial use:
- Stock visuals are a more cost-effective alternative to custom photography. With them, you don’t need to hire professional photographers or models, which can be a costly option for startups and medium businesses. For instance, the average total pay for a photographer in the US is $65,496 per year.
- Such visuals help businesses save time. They are readily available and, therefore, can be used even when the deadlines for marketing campaigns are pressing.
- Stock platforms offer extensive image libraries catering to diverse industries, themes, and styles. It can be quite easy to find the right option for you, and it’s often also simpler than describing your requirements to a professional photographer.
- Stock images are professional and high-quality. Using them in your campaigns helps build trust and credibility with customers.
Most common license types of stock photos for free commercial use
To use stock photos and other free images legally, you need to understand the different licensing types out there. Free-to-use visuals most commonly fall under these types:
Platform-specific and free royalty-free license
Some platforms can offer free photos under particular licenses, e.g., royalty-free. Standard royalty-free license allows commercial use but may have specific restrictions (such as prohibiting redistribution). Examples of such platforms are Depositphotos and Pexels.
Creative Commons Zero (CC0)
These images are in the public domain and can be used freely for personal and commercial purposes without attribution. You can find them on websites like Unsplash.
Creative Commons with Attribution (CC BY)
These images can be used for free but require proper credit to the creator. You can discover them in Flickr’s Creative Commons section or Wikimedia Commons.
How to legally use stock photos for commercial projects
As a business, you can work with both free-to-use visuals and paid stock photos for commercial use. In any case, it’s important to distinguish these two to avoid legal issues, especially knowing that copyright infringement cases can cost companies from $384,000 to $2 million.
The following tips will help you efficiently and legally utilize such images for your business purposes.
1. Understand the licensing terms
You already know the most common types of licenses for free visuals. However, there are also several paid options available for commercial use.
- Royalty-free images for commercial use often require you to pay for them and then allow you to use the visuals multiple times within the permitted use cases;
- The Rights-Managed license requires you to pay for a visual based on specific use conditions, for instance, how long, where, or on which medium you’ll be using the image. This type of license is more restrictive but precise.
Keep in mind that the license should cover commercial use for advertising, branding, or high-volume use purposes, like product packaging. Some platforms can also require you to purchase an Extended license type for uses like merchandise or resale.
2. Be mindful of restrictions
The most common restrictions are the following:
- Editorial use only. These images can only be used in news or educational contexts, not for promotional or commercial projects;
- No redistribution or resale. As the name suggests, you’re not allowed to resell or distribute the image as-is—for instance, selling prints or T-shirts without modification;
- Proper use of models or brands. Most often, you need to avoid defaming, implying endorsements, or using images with models or brands in sensitive contexts.
Some licenses can also require attribution—usually for free files. In this case, you must include the photographer’s name and source. In some cases, like with the Unsplash license, attribution is not obligatory but still appreciated. In this situation, it’s up to you to decide: for instance, if you’re using a visual for a blog, you can freely credit the author, but if you’re using it for a website when there’s little or no opportunity to credit, you can skip mentioning the creator.
3. Keep documentation
It’s always better to keep all the necessary documentation proving that you’ve obtained a visual legally. To do this, save proof of purchase or download receipts. Also, keep copies of the license agreement and terms.
To sum up
Stock photos for free commercial use are an affordable and versatile solution for businesses that need professional visuals. Understanding the different licensing terms and adhering to restrictions allows you to confidently incorporate these images into your marketing campaigns without risking legal complications. Always ensure proper usage to unlock the full potential of stock photos for your business.
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