How to Legally Use Images in Your Online Marketing Without Getting into Copyright Trouble

When crafting the perfect Instagram post or putting together an email newsletter, visuals play a huge role in how you connect with your audience. But here's the thing: grabbing a pretty photo from Google and adding it to your content can get you in trouble.

If you've ever wondered, "Can I just use this image I found online?" you're not alone. Licensing and copyright can be complex to navigate, especially when you're focused on creating appealing and engaging content. Just because an image is publicly available doesn't mean it's free to use. It's often protected by copyright, and using it without proper permission can lead to serious legal issues. 

We're here to help you understand how to stay legally safe and visually compelling in your marketing efforts. Let's explore the best ways to source images online, from licensing details to choosing between paid stock content libraries like Depositphotos, free photo sites, search engines, and social media embeds.

Understand the two main license types

Before you download an image from a stock photo website like Depositphotos or any other online platform, it's important to know how you'll be using it. This helps you choose the correct license and avoid legal issues later on. Most platforms offer two main licensing options:

• Standard license—covers most commercial uses, such as images for website banners, blog articles, social media posts, digital ads, or email marketing. You can't use visuals under this license in items for resale or high-print runs (over 500,000 copies);

• Extended license—required if you plan to use the image in merchandise or digital products for sale (e.g., printed T-shirts, calendars, posters, mugs, or digital templates). It also covers higher print volumes and broader distribution rights.

Tip: "Editorial use only" images are available under the Standard license and are limited to usage in non-commercial contexts, like news articles or educational blog posts. You can't use them in promotional content.

Where to find the right image legally

There are a few options for sourcing images: premium stock photo sites that offer licensed, high-quality content; free stock libraries that provide no-cost visuals with varying restrictions; Google search, which is often misused and legally risky; or embedding social media content as a workaround for particular editorial uses.

Each method has its considerations, especially when you're using images for business or promotional purposes. Let's discover them!

1. Paid stock photography sites

The safest and most straightforward way to get quality visuals is through reputable stock image platforms. Sites like Depositphotos offer millions of high-resolution, royalty-free pictures that you can use with peace of mind. There is no need to track down photographers or worry about copyright claims.

Why use stock platforms like Depositphotos?

• They offer clear licensing, so you know what you're allowed to use the files for;

• Images are checked for quality, consistency, and professionalism;

• You can find visuals in various sizes and file types to suit different platforms and creative needs;

• Many stock libraries offer subscription packages or bundles, making them affordable, long-term content solutions.

Bonus tip: Use the promo code ZPSM15 on Depositphotos to save 15% on your image package or subscription.

2. Free stock photo libraries

There are stock content websites that offer images under free commercial licenses. They can be helpful, especially when you're just starting out or working with a tight budget. But, they often come with a few limitations to look out for:

• More limited content selection compared to paid sites;

• Image quality and uniqueness may vary;

• Licensing terms can sometimes be unclear;

• Some require giving credit (a.k.a. attribution) to the platform or content creator (not ideal for commercial projects).

3. Search engines (use with caution!)

While you can filter image searches on Google by usage rights, this is a more complicated route. Even if an image is labeled "free to use," it's still your responsibility to confirm the license and obtain written permission from the copyright holder.

This method isn't recommended unless you're very familiar with licensing laws, or you don't mind tracking photographers' emails and requesting permission for each image.

4. Embedding social media content

You might be tempted to embed a pretty Instagram post or Pinterest pin directly onto your website to enhance a blog post or illustrate explained information. While this may seem like a safe workaround, it's not always legally sound. Instagram itself has said that embedding may still violate copyright laws unless the creator gives explicit permission. So, if you plan to embed someone else's post, it's best to ask for approval first and keep a record of it.

Wrapping up with a quick checklist for creating legal image use habits

As you build your personal brand or grow your service-based business, using visuals effectively—and legally—is crucial for long-term success. To ensure you stay protected and professional, keep this quick checklist in mind:

• Use licensed images from reputable stock photo platforms;

• Always match the image license to your use (Standard vs. Extended);

• Be cautious with free photos—check terms and conditions;

• Avoid random image downloads from the web;

• Ask for permission before embedding social media content.

By following these simple steps, you can confidently create impactful visuals that respect copyright laws and maintain your brand's credibility.

Need eye-catching visuals that actually feel on-brand?

I use Depositphotos for all my stock photo needs! Whether it’s social media, websites, or email campaigns, they’ve got fabulous images, vectors, and videos ready to go.

Stop digging through cheesy stock photos. Start creating scroll-stopping content today!

Check out Depositphotos and make your content pop! Remember, use the promo code ZPSM15 on Depositphotos to save 15% on your image package or subscription.