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Image Licensing For Photographers:

What it is (and why you need to carE)

So, you’ve nailed portraits, you’re dipping your toes into commercial work, and suddenly someone asks: “Do we own the photos?” or tells you "We don't want you to use these in your portfolio".

Cue the awkward silence.

Let’s clear this up once and for all: when you press the shutter, you own the copyright. That’s the law in New Zealand under the Copyright Act 1994. However, the commissioning rule undermines this when you're being paid to create these images, so you need to ensure your contract explicitly states that you as the photographer, retain the copyright. If you have this in your contract, unless you sign it away, those images are yours. What your client actually gets is a licence, a permission slip to use the photos in agreed ways.

The Standard Licence (what’s usually included)

For most branding or business shoots, your licence should cover:

  • Website
  • Social media
  • Print materials (brochures, signage, business cards, packaging)
  • PR or editorial coverage about their business

That’s enough for 90% of businesses.

The Extra Stuff (when you charge more)

If your images are being used in a way that’s high reach and high value, you charge more for the licence. Examples:

  • Billboards or outdoor ads
  • TV or cinema commercials
  • Paid social media campaigns with significant ad spend
  • Full/half-page paid ads in magazines or newspapers
  • International campaigns

Why? Because a headshot on their website is not equal to a six-month nationwide billboard. The impact (and the value) is wildly different.

Exclusive Use (the cherry on top)

Sometimes a client will want exclusive rights, meaning you can’t use the images in your portfolio, and no one else can licence them. That’s fine, but it comes at a premium (think +50–100% of your creative fee).

How to Explain It Without Freaking Clients Out

Clients don’t need a lecture in copyright law. Keep it simple:

“You’re licensed to use these images for your marketing in New Zealand, website, socials, print, PR. If you’d like to use them for a larger paid campaign (billboards, TV, international), let’s chat about extended licensing.”

Done. Friendly, professional, clear.

Why Licensing Matters for You

  • It stops you accidentally giving away unlimited rights for free.
  • It sets you up to work with bigger brands (who expect this).
  • It gives you a way to grow your income without taking on more shoots.

The Bottom Line

If you’re moving into commercial photography, licensing isn’t optional, it’s part of the job. The sooner you get comfortable with it, the sooner you can start charging properly for the value your images bring.

And don’t worry, you don’t have to figure this all out overnight. Start small, get clear on what’s included, and add layers (exclusivity, international, large-scale paid use) as you grow.

Want to learn more? Check out these resources:

NZIPP
AIPA

What About Staff Headshots?

Here’s where things can get a little messy. If you’re photographing a team, remember this: your client is the business, not the employee.

That means the licence sits with the company, they can use the headshots on their website, LinkedIn page, proposals, annual reports, all that good stuff. But the employee doesn’t automatically get to take that shiny new photo with them when they leave.

If someone wants to use the image for their personal LinkedIn, CV, or at a new job, technically they need a separate licence (or a fresh shoot). It’s worth spelling this out so everyone’s on the same page. Bonus: it’s also a great upsell opportunity if you offer personal branding sessions alongside corporate work.