Using other people's photos on business social media

Key takeaways

Using other people's photos on business social media without permission can breach copyright, even with a credit. In the UK, copyright belongs to whoever took the photo, automatically. 'Found on Google' or 'credit to the owner' is not permission. Ask first, in writing, or use your own photos and properly licensed images.

• Copyright arises automatically for the photographer.
• A credit is not the same as permission.
• Ask in writing before reposting customer photos.
• Stock images need a licence that covers your use.

Why is 'credit to the owner' not enough?

A credit is not enough because copyright gives the owner the right to decide who uses their work. Naming them does not give you that right. Platforms' share buttons, such as resharing a Story you are tagged in, are generally fine within the app, but downloading and reposting is different.

• The most common social media marketing mistakes small businesses make
• Stock images vs original content on social media

What are the common photo mistakes?

The common mistakes are reposting customer photos without asking, using images found in search results, using a photographer's event photos without a licence, and using stock images beyond their licence, for example in ads.

• Reposting customer photos without asking.
• Using images from search results.
• Using event photos from a photographer.
• Using stock images outside the licence terms.

How do you get permission properly?

Ask in a message or comment: 'We love this photo. Can we share it on our page and credit you?' Keep the reply. For ads or longer use, get clearer written permission. If the photo shows people, check they are happy too, because that is also a data protection matter.

• Posting customer photos without consent
• User-generated content for UK small businesses

What if someone complains?

Remove the image promptly, apologise and offer to credit or license it properly if they agree. Most disputes end there. Ignoring a complaint can lead to a platform takedown or a claim for a licence fee.

How do you audit the images you have posted?

Audit them by marking each image in your last 30 posts as taken by you, licensed, used with written permission or unknown. Any unknown image is a risk. For licensed stock, check the licence covers social media and advertising use if you have used it in ads.

• Images you did not take.
• Images with no permission on record.
• Stock used beyond its licence.
• Customer photos downloaded and reposted.

What does this look like in practice?

A pattern we see: a business reposting customers' photos of its products from their accounts with a credit, until one customer objects. Asking a one-line question before reposting usually gets an enthusiastic yes, and removes the risk.

• See client work
• Social Media Marketing for UK businesses

Photo permission checklist

• Use your own photos first.
• Ask before reposting anyone's photo.
• Keep the permission message.
• Check stock licence terms.
• Remove images promptly if asked.

• Using popular music on business social media
• Social media giveaway mistakes that break the rules

Next step

Look at your last 20 posts and mark any image you did not take or license. Ask permission or replace them.