Foreword: in order to correctly identify the rights for the images that you intend to acquire, a thorough preliminary analysis is suggested.

It is essential to always check if the purposes for which you would like to purchase reproduction rights are editorial or promotional.

The fact that the images are divided into different categories on the site does not necessarily mean that it is simple to understand in which precise classification they belong.

An incorrect identification of the type of license (promotional or editorial) can result in legal risks, possibly severe.

To better explain this difference, the basic concepts of editorial and promotional uses are illustrated below:

What is the difference between editorial and promotional content?

Editorial content refers to what can be published in newspapers and magazines (paper or digital) to illustrate a news story. Editorial images can also be published in books (paper or digital) and also for training and educational purposes, for example in textbooks.

Promotional content refers to images that are used to advertise or convey communication of a brand, product or otherwise; to simplify the concept, the definition of advertising or commercial content could include "everything that is not editorial". Promotional scope includes any content aimed at the promotion, sale or marketing of products and services, so paper advertising, TV promotions and commercial brochures are also to be regarded as related to commercial use. Also, the use for book covers is considered promotional use of the image for the conveying of the book product. So, what essentially differentiates the two types is the choice of use. It is necessary therefore to distinguish when images are used to illustrate news or editorial content from the occasions when they are used to sell products or services.

Do you need a consultation? Do you have doubts about the use of images for editorial or commercial purposes?

Contact us, we will be happy to clarify any doubts and, in the case of images for promotional use, to assist you with our advice on the release of rights for the subjects portrayed or the release of museum rights.