A release is a signed permission from a person (model release) or the owner of a private property (property release) allowing their likeness or property to be used commercially. It is the document that separates an image you can put in an advert from one you can only put in a news story.
Why buyers should care
In the UK there is no single ‘image right’, but a commercial use of someone’s likeness without permission can engage privacy law, data protection, passing off and advertising codes. A release removes that uncertainty. For property, the issue is usually contractual (venues with photography terms) or trademark (recognisable branded buildings) rather than copyright.
How release status appears on Photofolio
Every image page shows a licence panel. Where a release is on file the image is marked as cleared for commercial use. Where a recognisable person appears without a release, the image is labelled editorial-only. The same information is carried in the image’s structured data so it stays with the file in search results.
When you do not need a release
- Landscapes, wildlife, objects and abstract images with no recognisable people or private property.
- Editorial use: news, features, reviews, education and commentary, where the image illustrates the story it depicts.
- People who are not identifiable — distant figures, silhouettes, backs of heads — provided the use is not defamatory or sensitive.
When you definitely do
Advertising, packaging, product endorsement, political or health campaigns, and anything that could suggest the person supports a view or product. If in doubt, choose a released image or ask us.
A note for contributors
If you sell through Photofolio, upload your releases with the images. Released work is cleared for the widest range of uses and sells better. Our contributor guide to releases covers the forms and the common mistakes.
This guide describes Photofolio’s own licence and general UK practice as at September 2026. It is practical guidance, not legal advice; if a use is business-critical, check the licence text and, where needed, take legal advice.