The increased distribution of digital cameras over the last 3-5 years has resulted in incredible changes in the use of photos. These changes can cause significant financial risk to businesses and individuals if appropriate steps are not taken. Obviously, the number of images in circulation has multiplied, and a large number of images can be accessed through websites such as Google Web Search.
This has led to the frequent copying of images from the internet for use in news reporting on websites such as this and others without obtaining license from the copyrighted author. It’s a common misconception that images are free if found via Google Search. Also, the illusion that no one will make a fuss over a small image found by Google Search is quite common. This is a profound misinterpretation. Here’s a good example: an Icelandic company found a perfect photo for its intended use through Google Search on a website belonging to a ballet school in a small Norwegian town. The staff mused, “What are the chances that someone associated with the ballet school will notice that we are using this image in Iceland?”
His conclusion was that certainly no one would, and therefore the image was used. What they didn’t realize is that the ballet school had purchased the image from Getty Images, which is the world’s largest imaging agency. Getty Images, as well as most other imaging agencies, are using new technology that creates electronic fingerprints for images and the technology is used to scan websites on the Internet. Getty then gets a list of detected images and compares it to the sales history for each image. The photo that was copied from the Norwegian ballet school’s website was found using this method, and a Getty agent was appointed to charge the party in question more than $1,000 for infringement of copyright law and Image used without permission.
In this case, both parties agreed to a settlement presented by Getty Images. Also, it was just a picture. In any case, dozens and even hundreds of images can be detected on various websites, for example, in business news reports, months or even years back in time. Getty reserves the right to sue companies for unauthorized use of images for compensation of up to $150,000 per image. This is clearly stated in the stipulations for each image on the Getty Images website.
Therefore, a mistake can be very costly if the case is brought and lost in a court of law. It seems appropriate to mention that before a court of law, the case is very simple. If the image agency is in possession of evidence that the image has been used on the company’s website, and if the company cannot show a license to use the image, it loses the case. Most of the world’s imaging agencies take advantage of fingerprinting services such as Getty Images and since almost all images on the internet are protected by copyright, it is in all likelihood only a matter of time before an image or images are detected. unauthorized.
To do? It is very important that companies get used to using disciplinary methods in photo management. The following items should be inspected for each image:
License: Make sure you have the proper usage license for the image. Read the fine print: Please note that substantial limits apply to the use of images purchased from image agencies, including those from Microstock and royalty-free images. Study the terms of use; its content for each agency may differ. As an example, it is prohibited to use images from some image agencies if the subscription has ended, even if the image was purchased during the subscription period. Also, there are often limits on who and how many of your employees can use the purchased image. The moral is simple: Read the terms of use.
The use license does not cover everything: Even if you have a licensed image, there are several other things to consider, for example, the objects in the image itself. If there are people in view, you need a license, you may need a license from building architects, sculpture artists, and you may find yourself in considerable trouble if a trademark can be seen anywhere in the image.
Work procedures: Make sure your company has precise work procedures for image management. Every employee who works with images must be fully aware of what is allowed and what is not. It only takes one staff member to copy pictures from the internet without the required licenses or post a picture without a model license etc. greatly harm the company.
Organization: Keep all company images well organized so each employee knows which images can be used and for what.