Using the right visuals on your website can elevate your brand, catch attention, and tell your story at a glance.
But before you grab that perfect photo off Google or Instagram, here’s the deal: not all images are fair game.
In this post, we’ll cover what you can legally use, what you can’t, and where to find high-quality stock images, including free options, without inviting a copyright headache.
Why Image Rights Matter (and Why You Should Care)
Images fall under intellectual property law, which means someone owns the rights to anything they’ve created. Yes, even that random photo you found online.
Copyright is the legal right granted to creators for their original work. That includes photographs, illustrations, graphics, and even memes. If you use a copyrighted image without permission, you could face:
• Takedown notices
• Fines or legal fees
• Damage to your brand’s credibility
It doesn’t matter if you credited the photographer or didn’t make money from it. If it’s protected by copyright and you don’t have a license, it’s considered infringement.
What Are Stock Images?
Stock images are pre-shot photos or illustrations that creators license for others to use in websites, ads, blogs, or social media. They’re made to be versatile, and the right stock photo can make your content look polished and professional—without the need for a photoshoot.
There are two main types of stock image licenses:
Royalty-Free Stock Images
You pay once (or not at all) and can use the image multiple times. “Royalty-free” does not always mean “free.” It means you do not pay ongoing royalties.
Rights-Managed Images
These are licensed for a specific use, like one-time use on a homepage for 12 months. Prices vary based on usage, placement, and audience size.
For most small businesses and creators, royalty-free images are the best option, especially for commercial use.
What Are Creative Commons and Public Domain?
Creative Commons (CC) licenses allow creators to give some rights to the public while retaining others. Here’s a quick cheat sheet:
• CC0 (Public Domain): Free to use for any purpose, no credit needed
• CC BY: Free to use, but credit must be given to the creator
• Anything with NC: Not safe for business use (NC means non-commercial)
⚠️ Always double-check the license. Not all Creative Commons images can be used for business purposes.
The 3 Legal Gotchas People Miss
Before you hit publish, watch for these:
- Editorial vs commercial use: Some images are “editorial only.” That means you can use them in news-style content, but not to promote a business, product, or service.
- Model and property releases: If a person is recognizable, or a private location is clearly identifiable, releases may be required. Many stock sites handle this, but you still need to confirm what the license says.
- Logos and trademarks: Visible brand logos on shirts, storefronts, packaging, and signage can cause issues. If you see a logo, choose a different image or grab one with the logo removed by the photographer.
How to Find Stock Images for Free (That Are Legal)
There are loads of websites that offer stock images for free, you just need to know where to look.
Here are some of my favourite trusted sources:
Free Stock Image Sites
- Unsplash – High-res, artsy images. Great for websites, blogs, and social
- Dupephotos – Current obsession: these shots look straight off a Pinterest board—soft, casual, lifestyle-forward. Perfect for modern brands that want a natural, effortless vibe.
- Pexels – Photos and videos you can use freely, even commercially
- Pixabay – Includes photos, illustrations, music, and video
- Burst by Shopify – Tailored to entrepreneurs and online stores
- Kaboompics – Stylish lifestyle photography, often overlooked
- Reshot – Unique, less “stocky” looking photos
Most images on these sites can be used commercially without attribution, but always double-check the license on the specific image.
What About Paid Stock Image Sites?
If you want something more specific, more polished, or less likely to show up on three competitors’ websites, premium stock is often worth it.
Best Paid Stock Photo Websites
- Shutterstock – Massive collection, ideal for business, ads, and marketing
- Adobe Stock – Tight integration with Creative Cloud tools
- iStock by Getty – Curated premium visuals with flexible pricing
- Depositphotos – More affordable than Shutterstock with good quality
- Envato Elements – Includes stock photos, templates, fonts, and more — great for designers
- Canva – If you’re on a Pro plan, you’ve got a ton of solid photo and video options. Honestly, the built-in image library alone makes the upgrade worth it.
Tip: If you’re running paid ads or high-traffic campaigns, paid stock can help you avoid the “everyone’s using that image” vibe.
AI-Generated Images: What You Need to Know
Are AI-generated images copyrighted?
It depends on where you live and how the image was created. In many places, copyright protection is tied to human authorship, which can make the ownership status of purely AI-generated images less straightforward. Practically speaking, that means you should focus less on “copyright” and more on “usage rights and risk.”
Can I use AI images on my business website or marketing?
Usually yes, as long as the tool’s terms allow commercial use. The catch is that different platforms have different rules, and those rules can change. Always check the platform’s current licensing and usage terms before using the image commercially.
The big risks with AI images (even if the tool says “commercial use ok”)
- Lookalikes and impersonation: Avoid generating images that resemble real people, celebrities, or identifiable private individuals. That can trigger publicity, privacy, or misrepresentation issues.
- Trademark and brand elements: Do not use AI images that include recognizable logos, brand names, or distinctive product designs. AI often invents “almost logos,” and that can still create problems.
- Style imitation: Prompts like “in the style of [living artist/photographer]” can create warnings, takedowns, or reputation blowback, even if it is technically allowed by a tool. It’s also a bad look for most brands.
- Training-data disputes: Some AI images have sparked disputes about whether training data was properly licensed. You typically will not be liable for training choices, but you can still be the one dealing with a complaint or takedown request.
- Consistency and realism: AI can generate extra fingers, weird text, inconsistent lighting, and uncanny faces. Even when it is “legal,” it can quietly hurt trust.
Best practices if you want to use AI-generated images safely
- Use reputable tools with clear commercial rights and read the terms for business use.
- Avoid real faces and brand elements unless you have explicit rights and a very good reason.
- Do not use AI for “photorealistic staff photos,” testimonials, or before-and-after results. That can drift into misleading marketing fast.
- Keep a simple paper trail: Save a screenshot or PDF of the platform’s terms at the time you created the image, plus the prompt and the date.
Simple rule of thumb
If the image could reasonably confuse someone into thinking it is a real person, said by a real customer, or connected to a real brand you do not own, do not use it.
Quick Dos and Don’ts for Using Images on Your Website
DO
- Use images from reputable stock sites
- Read the license, especially for commercial use
- Credit the creator if the license requires it
- Save proof of your license or download receipt for your records
DON’T
Pull images from Google Images or Instagram without permission
Assume “online” means “free”
Edit someone else’s photo and assume that makes it okay to use
Use “editorial only” images to promote your business
Final Thoughts: Get the Look Without the Lawsuit
Using high-quality stock photos legally doesn’t have to be complicated or expensive. With the right resources, you can find beautiful, on-brand visuals for free or at a reasonable price, and keep your business protected while you do it.
Need help sourcing visuals or want custom-designed images that actually match your brand? Reach out. We’ll help you get it right from the start.
FAQ
Can I use an image from Google if I give credit?
No. Google is a search engine, not a licensing platform. Credit does not replace permission or a license. If you did not buy it, download it from a reputable stock site, or get written permission from the creator, do not use it.
Can I use photos from Instagram if I tag the photographer or the business?
Usually no. Tagging is not the same as permission. If you want to use someone’s photo for your website or marketing, ask for written permission and keep a record of it.
What if I edit the image, crop it, add text, or change the colors?
Still no. Editing does not make an image “yours” or remove copyright. You still need a proper license.
What does “royalty-free” actually mean?
It means you are not paying ongoing royalties each time you use the image. It does not automatically mean the image is free, and it does not mean unlimited use in every situation. Always check the license terms.
What does “editorial use only” mean?
It means the image can be used for informational or news-style content, but not for marketing, ads, or anything that promotes a business, product, or service.
Do I need to worry about people’s faces, private properties, or logos in stock photos?
Sometimes, yes. Reputable stock sites often handle model and property releases, but you should still check. Avoid images with visible logos or trademarks, and confirm the license if a person is recognizable.
Are “free stock photo” sites safe for commercial use?
Many are, but not always for every image. Platforms and contributors can change terms over time, and not all uploads have the same rights. Always check the license on the exact image you are downloading, and save proof of the terms.
What if I hire a photographer or a designer? Do I automatically own the images?
Not automatically. You typically receive a license to use the work. If you want full ownership or broader rights, it needs to be stated in the contract in writing.
What’s the safest option if I’m unsure?
Use reputable stock platforms, confirm commercial use is allowed, and keep proof of the license. If it still feels unclear, choose a different image. There are plenty out there.
Can I use AI-generated images on my website or in ads?
Usually yes, as long as the platform you used explicitly allows commercial use. Always check the tool’s current terms before you publish.
Do I “own” an AI-generated image?
Not always in the same way you would own a photo you took yourself. Some tools grant broad usage rights, others have limits. The safest approach is to rely on the platform’s license terms, and keep a copy for your records.
Are AI images automatically safe from copyright issues?
No. Even if you generated it, you can still run into problems if it closely resembles a real person, a recognizable brand, or a copyrighted character or design.
Can I generate an image “in the style of” a specific artist or photographer?
Better not. It can create legal and reputation risks, especially if the artist is living or the style is strongly identifiable.
Can I use AI to create realistic photos of people for my business?
Be careful. Avoid anything that could be mistaken for a real person, staff member, or customer. And never use AI-generated “testimonials,” endorsements, or before-and-after style results. That can cross into misleading marketing.
What should I avoid prompting for?
Celebrity names, brand names, logos, copyrighted characters, and anything that looks like a competitor’s product or packaging.
What’s the safest way to use AI images for a brand?
Use AI for abstract backgrounds, conceptual illustrations, icons, patterns, and stylized visuals. Save a screenshot of the tool’s commercial-use terms, plus the prompt and date, just in case you ever need to prove your rights.
