LICENSING & USAGE
LICENSING & USAGE
WHAT IS PHOTOGRAPHY LICENSING AND WHY AM I PAYING FOR THEM?
Understanding Photography Licensing
When you hire a professional photographer, you’re not just paying for their time on set and editing — you’re also paying for the right to use the images they create. That right is called a license.
Just like musicians license their songs for commercials or software companies license their tools to businesses, photographers license the use of their images. While you can use the images for agreed purposes, the photographer still owns the copyright — this is protected by Australian law.
Why Licensing Matters
Licensing is about matching the value of the images to how they’re used. A local café might use photos on their website and social channels without needing additional licensing. But if a national brand like Starbucks uses those same images in a large campaign — across online ads, billboards, packaging, and more — the imagery works harder, reaches a bigger audience, and holds more value. That’s where licensing comes in.
How Licensing Works
Your usage license is based on four key things:
Media – Where you plan to use the images (e.g. website, social media, packaging, billboards).
Region – Where the images will appear (local, national, or global).
Duration – How long you’ll be using the images.
Exclusivity – Whether you’ll be the only one with rights to use them.
Asking for “all rights, forever, worldwide” can sound appealing — but it’s often unnecessary and expensive. It’s always more cost-effective to license the images only for what you actually need.
If you’re using the images within the photographer’s agree upon standard license (for example, on your website or organic social media), you’re likely covered. But if you’re planning a broader campaign — involving paid online advertising, product packaging, trade shows, or large-scale outdoor media — you’ll need an usage license.
What the License Terms Mean
Digital/Online- Using the images on your website, blog, email newsletters (EDMs), intranet, or organic (unpaid) social media posts.
Online Advertising - Using the images in paid online ads — like Google Ads, YouTube pre-rolls, Facebook or Instagram sponsored posts, etc.
Print/Press (A4) -Using the images in printed materials you can hold — such as flyers, brochures, mailers, booklets, newspapers, or magazines (up to A4 size).
Trade Shows - Using the images at B2B trade events or industry expos not open to the public — like booth signage, banners, or floor graphics.
Product Packaging - Using the images directly on product packaging for commercial sale or distribution.
Point-of-Sale (POS) - Using the images for in-store or on-location displays that promote a product or service — like posters, signage, counter cards, or shelf displays.
Out-of-Home (OOH) - Any large-scale advertising in public spaces — like billboards, tram or bus wraps, transit shelters, or outdoor screens.
Broadcasting - Using the images in video content on TV, subscription streaming services, or online broadcast platforms.