As blog writers, we’re always looking for the right image to go with our content. This search can get lengthy and tricky due to laws and rules about which photos we can and can’t use in our posts. One label you might come across when looking for an image is “editorial use only.” But what does that mean? Can you use those images or not? To use images labeled as editorial use only, you need to follow specific guidelines and avoid any legal issues, but don’t worry, it’s not as hard as it seems. Below, we explain how to use editorial use only images for your blog posts.
What is an Editorial Use Only Image?
You may have seen the term, but do you really understand what it means? Here’s a breakdown. Images labeled “editorial use only” are not allowed for commercial use and were taken without the permission of the people in the photo. Commercial use refers to using a photo for any payment, fee, charge, or any business activity aimed at making a profit. For instance, if you’re creating a brochure for a client to promote adventure vacations and you search Shutterstock for eye-catching images, you might find several photos of people white water rafting that would enhance your brochure. However, if these images have the note “For Editorial Use Only,” you cannot use them since your goal is to sell adventure vacations through the brochure. Plus, the individuals in the photos have not consented to be featured.
When Can You Use Editorial Use Only Images?
If the situation described above was different, such as a travel magazine with a story about adventure vacations inside, and the image was used to explain how white water rafting is done safely, use of the image would be allowed. In this case the image would be enhancing the effectiveness of the story instead of being used to sell the magazine. Other channels where editorial use only images can be used include newspapers, news broadcasts, blog posts, websites, and other non-commercial presentations. Editorial use only images cannot be used to make money, so this means no advertising or promotional work. The majority of images you will find on sites like Shutterstock and iStockPhoto are for editorial use under the standard content license. The difference with editorial use only images is that they can only be used in this way.
Here is a breakdown of when you can and cannot use editorial use only images:
Yes
- In a newspaper or magazine article
- In a book or text that does not promote the book or text
- Film or video documentaries or news broadcasts
- On a blog or website for descriptive purposes
- In a non commercial presentation
No
- Commercial websites
- In any kind of advertising or promotional material
- Product packaging
- Television commercials
- Commercial brochures, collateral, or other printed material.
What Are Model Releases?
Some images are marked “Model Released” because they have recognizable faces in them. This generally means the models in the photos have signed release forms for use of their photos. These types of images can be used in any application including for commercial use as long as the usage is within the license agreement. In the earlier example, you would have been able to use the white water rafting photos for the brochure if it had been marked “Model Released.”
Depending on which website you download images from, they may require that you give credit for the source of the image. To be safe, it is also important that you consult with your own legal team and review your license agreement to ensure all necessary rights, consents, or permissions are present that may be required for the reproduction of any photo you want to use. Luckily, most informational inbound blog posts should meet the terms of “Editorial Use Only” images. Next time you’re on the hunt for the perfect image, keep this blog nearby to remind you which images you should and should not be using.