Which Images Are Safe to Use on Your UK Business Website? Legal Guidelines & Best Practices

Images are a huge part of what makes your business website stand out, attracting customers and defining your brand’s story. But when you’re building or updating your site, there’s always that moment of hesitation – can I actually use this image? What if you accidentally break copyright rules, or use an image you weren’t supposed to? Don’t stress – with the right know-how, you can confidently choose pictures that enhance your site and protect your business from legal headaches. In this guide, we’ll break down exactly which images are safe to use on your UK website, the laws you need to be aware of, and the smart practices to follow so your business puts its best foot forward online.

Why Do Images Matter for Your Business Website?

First impressions count online – and the pictures you use are key to shaping them. High-quality, relevant images don’t just make your site look attractive; they influence how visitors feel about your business, help you stand out from competitors, and can even affect your search rankings. The right images can:

• Showcase your products or services in action
• Communicate your brand’s personality and values
• Build trust by making your business look professional and credible

But before you start uploading, it’s essential to understand that there are rules around what you’re allowed to use. Getting it wrong can lead to fines, website takedowns, or even legal claims – so let’s take a closer look at what’s safe (and what’s not).

What Are the Types of Images You Can Use?

1. Original Images Created by You or Your Business

Originality is always the safest route. If you create your own images – whether that’s taking photos, designing graphics, or commissioning a photographer – you hold the copyright. This gives you the maximum flexibility and control. Here’s why original images are a great choice:

• Total content control: You don’t need to worry about anyone else’s terms or restrictions.
• Authenticity: Uniquely created images show off your products, team and brand – not stock poses seen on a hundred other sites.
• Professionalism: Investing in high-quality photography or design services tells customers you care about quality.

Tip: If you hire a freelancer or agency to take photos or create images, make sure your agreement states you own the copyright or have the right to use the images in all the ways you need.

2. Stock Images Licensed for Your Use

Not every business has the resources to produce a full suite of original images – and that’s where stock images come in. There are thousands of websites, from free libraries to paid platforms, where you can browse and download images for your site. However, it’s crucial to pay close attention to the licence terms for each image. Not all stock images are created equal – and you can’t always use them any way you want. Here’s what to keep in mind:

• Licensed images: You pay (or sometimes get for free) the right to use the image under specific terms. These may restrict commercial use, edits, or whether you need to provide a credit.
• Royalty-free images: You pay a one-off fee (or nothing), then use the image multiple times, usually without extra charges. But ‘royalty-free’ doesn’t mean ‘copyright-free’ – the licence will still set limits.
• Editorial use only: Some stock images can’t be used for marketing or commercial websites. Be sure to pick images that are safe for commercial/business use!

Always download images directly from reputable sites, and keep a record of your licence or purchase. If you’re ever asked to prove you had permission, you’ll be glad you did.

Can I Use Images Found Online for My Business?

It’s tempting to save any eye-catching photo from Google Images or social media. Unfortunately, this is where businesses are most likely to fall into legal traps. Just because an image is online, doesn’t mean it’s free to use. Under UK copyright law, the creator of the image automatically owns the rights. Unless the image is (a) your own work, (b) licensed to you, or (c) in the public domain, you could be infringing copyright by using it. The bottom line: Don’t use random internet images for your website unless you have clear written permission or it’s marked as public domain.

How Does Copyright Law Affect Website Images?

Copyright law in the UK is covered by the Copyright, Designs and Patents Act 1988. Copyright protection is automatic – as soon as an original photo or artwork is created, it’s protected. For website owners, this means:

• You must respect the copyright in any photo, illustration or graphic you use, unless it’s your own work
• Even changes like cropping, editing, or overlaying text on an image don’t make it ‘yours’ or avoid copyright
• If you breach copyright, the owner can demand payment, removal of the image, or take legal action

A common question is: “Can I use images from a certain year onwards?” Unlike some countries, the UK doesn’t have a one-size-fits-all rule that images over a set age are free to use. In general, copyright lasts for the creator’s life plus 70 years. For many images, that means you’d have to be looking at very old photographs or works for them to be out of copyright – so most images found online or in recent archives are still protected. If in doubt, always check or seek legal advice. If your business operates internationally or is using content from other countries, remember copyright rules can vary. Our international contracts guide covers basics of managing legal risks when dealing with international suppliers or content.

What About Fair Use or "Educational Use" in the UK?

In the UK, the concept of “fair use” is much more limited than in the US. ‘Fair dealing’ allows for very restricted use of copyrighted material for specific purposes, like news reporting, criticism, or study. Commercial/business use is almost never covered – so you can't rely on fair dealing as a justification for using images on your business website. If you’re unsure whether you’re entitled to use an image, it’s best to assume you’re not – or to get tailored advice from a copyright expert.

What Are the Best Practices for Choosing and Using Website Images?

• Only use images you own or have a proper licence for. Avoid common website errors by sticking to originals or reputable stock libraries. If you need something unique, consider commissioning a professional photographer or designer.
• Check the licence details for every stock image – before you download or upload. Can you modify it? Use it for commercial purposes? Are there limits on distribution?
• Keep records of your image sources and licences. Create a folder or spreadsheet with links, dates and licence PDFs so you’re always ready if questioned later.
• Regularly review your website’s images. As your business grows and you update your site, do an image audit to ensure everything still complies.
• Make sure your image use aligns with your brand and audience. Slick stock photos nobody believes can look inauthentic – investing in a custom shoot can pay off for your credibility.
• Don’t forget about privacy and consent. If your website images feature real people (especially employees or customers), ensure you have their written consent, particularly if you’re using those pictures for marketing. For more on this, see our photography and video consent guide.

Want to know more about presenting your website or ecommerce store professionally? Our guide to writing your website’s terms and conditions and our overview of ecommerce legal requirements have more tips on getting your site right from the start.

Where Can You Get Legally Safe Images for Your Website?

• Your own camera or in-house design: The gold standard for safety and brand fit.
• Professional photographers or designers: Make sure you agree who owns the images, and secure a written assignment of copyright or broad commercial licence.
• Stock libraries: Reputable paid services (like Shutterstock, Adobe Stock, iStock, Getty) and popular free sources (like Unsplash, Pexels) – but always double-check the fine print of each image’s licence.
• Creative Commons (CC) images: Some images are released with very broad usage rights – but read each CC licence carefully. Some require attribution, or exclude commercial use.
• Public domain images: Rare, but these don’t have copyright – often because copyright has expired (usually over 70 years since the creator’s death) or has been waived.

Still not sure if an image is safe, or worried about a past use? Our expert team can help you review your image policy or answer questions about copyright compliance.

What To Do If You Receive a Copyright Complaint?

Sometimes, despite your best efforts, you may get a letter or email claiming you’ve used an image without permission (known as a ‘cease and desist’ or infringement notice). Here’s how to handle it:

• Don’t ignore it. Take complaints seriously. Failing to respond can escalate matters quickly.
• Check your records. Find proof of purchase/licencing or commissioning. If you have a valid licence, respond politely with the details.
• Remove the image if you’re unsure. Take down the disputed image right away to minimise risk while you investigate.
• Don’t just pay up without checking. Some claims are genuine, others are opportunistic. Ask for details, including when and how the image was registered or published.
• Seek legal advice. Not sure if the claim is valid? Speak to a copyright lawyer before making any payment or settlement.

Checklist: Making Sure Your Website Images Are Legally Safe

• Use only images you created, commissioned, or have a clear written licence to use
• Check every licence for usage limits (including for commercial/business websites)
• Keep a record of where every image on your site comes from and what rights you have
• Audit your website images regularly for ongoing compliance
• If in doubt, get expert advice – a quick image review can save much bigger problems later
• Don’t forget consent/privacy considerations for any images featuring people

Key Takeaways

• Images are crucial for your business website’s success but must be legally sourced and used
• Original images give you maximum control; using reputable stock libraries is fine if you follow the licence rules
• Don’t use images found online unless you’re sure they’re public domain or clearly licensed for your use
• Copyright on images can last a long time (often 70+ years after creation); “can use images from which year” relies on age, but for most practical business use, current images still require licensing
• Check licences, keep records, and audit your website regularly to avoid accidental copyright infringement
• If you get a copyright complaint or want to make sure your practices are sound, get legal help sooner rather than later

If you’d like tailored legal advice for your website or help reviewing your commercial image use, you can reach us at team@sprintlaw.co.uk or give us a call on 08081347754 for a free, no-obligations chat. We’re here to help you protect your business from day one.