Images and copyright

Copyright basics

Copyright is a legal right that protects original works, such as images, music and writing. It gives the creator control over how their work is used and makes sure creators are credited and compensated for their work.

Using copyrighted material without permission risks incurring legal disputes and damage to the University’s reputation. Respecting copyright is essential to maintain ethical standards and avoid unnecessary costs.

Using images properly

Our guiding principle for image usage is: no licence, no use.

Attributing image credit

Image credits should include the image description, creator or source and a link to the original source wherever possible (definitely if requested). 

For this image, we would write the credit as:

Image - Falmer House Moat, University of Sussex

Place the credits at the bottom of the web page. Do not use image captions.

University image resources

To ensure compliance with both copyright and the University’s brand policies, use:

• the University Asset Bank, our dedicated image library containing a wide range of images that are fully licensed
• the University photographer, for bespoke, high-quality images of staff, students, places and events
• Adobe Stock, a library of images, videos and graphics, for which the University has a license to use these assets in projects.

Under no circumstances should you use AI-generated images to promote the University and its work.

Risks of using royalty-free image sites

Platforms such as Pexels and Unsplash are popular options when searching for stock images. A wide range of content is available and the sites typically claim to offer a free and unlimited license. However, using them still poses potential copyright risks:

• licensing terms can change without notice
• uncredited or incorrectly attributed images may lead to legal disputes
• ownership of a photographer’s portfolio can subsequently change, potentially leading to a legal challenge even if the images were originally free to use and legitimately acquired at the time.

The images on offer on royalty-free sites are also often widely used online, thereby reducing and harming the unique identity of the University. Only use images from such sites if absolutely necessary. 

Under no circumstances should you use AI-generated images to promote the University and its work.

• Review the licensing

  If you do source stock images from a royalty-free site, always carefully review the licensing agreements for each image. For example, refer to the Pexels License Agreement.

  Be wary of statements such as:

  “Attribution is not required. Giving credit to the photographer or Pexels is not necessary but always appreciated.”

  Terms like this may seem safe but can carry hidden risks. Photographers may sell their work to third parties who then actively look for uncredited usage of the acquired catalogue, resulting in legal claims. This practice has become a common business model in recent years, with claims typically settled for £500 or more per case. If Sussex is found liable, your team would have to pay the fee.

• Understand the risks

  Royalty-free sites come with risks:

  • changes to licensing terms can retroactively affect your use of images
  • unclear messaging in ‘Do’ and ‘Don’t’ sections of agreements may lead to unintended breaches
  • images with an unclear origin may already be owned by legal entities that monitor for unlicensed use.

If you’re unsure

Licensing terms often contain confusing and unclear terms that can create legal risk for the University.

Whenever you’re unsure about the legitimacy of an image’s licence or its usage terms:

• don’t use it
• consult Digital and Creative Media for advice on appropriate image use.

It is always safer to rely on University-approved content to avoid unnecessary costs and legal disputes.

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You might also be interested in:

• our photography principles
• getting a designer
• editing our website.