Photography - How it works
Photo and Image Licencing Explained & How We Work
I’ve recently been asked a few times to explain exactly how we implement licensing on the images we produce. It’s a great question — and one that’s often misunderstood.
While this video is US-based, it explains photography licensing perfectly and in a way that translates very clearly to how licensing works here in the UK as well. If you’ve ever wondered why photographers talk about usage, licences, or time limits, this video will make it all click.
I’d strongly recommend giving it a watch — it’s genuinely insightful and does a great job of explaining why licensing exists and how it protects both clients and photographers.
Watch the video here before reading on — it’ll make everything below much clearer.
How UK Photography Licensing Works — A Clear Guide for Clients
Posted by Thetford Photography | Helping you understand the right to use the images you commission
Whether you’re a business owner, marketing manager, or a private client, once you’ve booked us for a shoot you’ll likely want to know:
“What can I use these photos for — and what do I need permission for?”
The short answer: you don’t automatically own the photographs simply by commissioning us or paying an invoice. What you get is a licence to use them — and we make sure that licence suits your needs. GOV.UK
Let’s break that down in plain language.
Who Owns the Copyright?
In the UK, the creator of the photographs — in other words, the photographer — owns the copyright automatically from the moment the image is taken. That’s what copyright law says: the photographer, not the client, is the default owner of the image files and the rights in them. GOV.UK
That doesn’t mean you can’t use your own images — it just means you use them under the terms of a licence we grant you.
What Is a Licence?
A licence is simply permission to use our images in specific ways, for a defined period of time, and in clearly set out media and territories. It does not mean you own the photo or copyright — unless we’ve agreed to transfer that to you in writing. ukmediashots.uk
Think of it like a music licence:
Owning a CD doesn’t give you permission to play the tracks in a radio ad.
Owning printed photos doesn’t mean you can use the files for worldwide marketing without agreeing terms.
That’s exactly how photo licensing works.
Our Standard Licence — What It Usually Includes
By default, when you commission us, we grant you a licence that allows you to use the images we create for things like:
Your own social media channels Your website and online marketing Internal communications Brochures, flyers, newsletters Presentations and corporate use
This is our standard boilerplate because these are the uses most clients require, and we want you to feel confident using the images where you truly need them.
Importantly:
These uses are non-exclusive (we may also licence the same images to others) The licence is usually for a two-year period unless otherwise agreed The permission covers the uses we’ve discussed — no surprise requirements down the line
Our boilerplate licence gives you everything you need to market and use your photos effectively, without ambiguity.
Can I Use the Photos Beyond the Standard Licence?
Yes — but that’s where we’ll need to talk.
If you want to use the images for something outside of that standard list — for example:
National or international advertising campaigns Editorial publication or third-party promotion Merchandise (books, calendars, printed products for sale) Television or broadcast use Licensing them onward to someone else
…then we’d need to confirm the exact use first, and that may change the licence fee.
Use cases like these are treated individually because they carry different rights values — just like buying an image from a stock library or licensing music for a film. gettyimages.co.uk
Two Ways We Set Up Licences
Here’s how our licensing typically works in practice:
Standard Use / Two-Year Licence
Most clients simply need images for online marketing, print brochures, social platforms, and internal use.
We grant a 2-year licence covering these uses as standard.
Extended / Perpetual Licence
Some clients ask for full buy-out or perpetual use — meaning they can use the images forever, in any agreed media, without expiry. That can be arranged — with written agreement — and the price is set based on the exact uses you need.
Both of these are agreed in writing so there’s no confusion later.
Are Your Licensing Rates Competitive?
Yes. We’re always transparent and fair on pricing, and we will happily work with you to find a licence that suits your budget and needs.
Because licensing can be confusing, we want to make sure you’re always fully aware of:
What you’re allowed to use How long you’re allowed to use it Whether any extra permissions are needed
…and we’ll explain all of that before you book.
Just ask — our standard terms are a two-year licence unless you tell us otherwise.
Why This Matters
Understanding how photography licences work protects both you and us:
You get clear, legal permission to use your photos We retain our creative rights as the copyright owner You’re protected from unexpected copyright issues When permissions change, we agree fees up front
Most misunderstandings we see happen because clients assume they own the photos outright — which isn’t how copyright law works in the UK — and because they haven’t agreed usage terms before the project begins. GOV.UK
Got a Specific Use in Mind? Let’s Talk
If you’re planning something outside your usual online or brochure use — like licensing to third parties, running a nationwide campaign, or stamping images on merchandise — drop us a message and we’ll walk you through your options.
We’re here to help — and to make sure you get the most out of your images.
Want more clarity on licensing or to talk about your project? Contact us today.