Updated 7 October 2026
An image being visible online does not give your business permission to reuse it. Check the source and the licence before adding it to your materials.
Find the actual permission
Use your own photographs, commissioned work with suitable rights, licensed stock or another source with clear reuse terms. Search-engine results are a way to find images, not a licence. Attribution alone does not replace permission.
Read the conditions for your use
Check commercial use, editing, print quantities, redistribution and any required credit. A licence suitable for a blog may not cover merchandise or a logo. Images with identifiable people, brands or private property can involve additional permissions. Keep the receipt and licence with the file.
Avoid blanket assumptions
Copyright can exist without a watermark or copyright symbol. Some uses may fall within legal exceptions, but a business should not assume that every download is permitted—or that every right-click is automatically infringement. If the rights are unclear, choose another image or get advice.
Check free-image licences carefully
“Free” describes the price, not necessarily the permission. Creative Commons licences have different conditions. Some permit commercial reuse with attribution; others restrict commercial use or sharing altered versions. Read the specific licence and keep the source link and a copy of its terms.
Keep a simple image register
For each image, record the creator, source, date obtained, licence or written permission, required credit and where you used it. If a supplier provides an image, ask what uses are authorised rather than assuming the permission extends to every campaign.
Your next move
Audit the main images on your website and locate their permission records. ITG can help source visuals with a clear record of the intended use.
Further reading: Canadian copyright guidance.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!