Copyright of images is very important to understand and is governed by law. When an artist (photographer) creates an artwork (image) they own the copyright to that image. The copyright remains with that artist forever.

But how can anyone ever use the images?

With a license.

When purchasing images you will receive one of a few different licenses, depending on your needs. Licenses govern the usage type, for example you may use the image through social media channels, in a blog, in print products such as flyers or posters, on television and so on. Licenses also determine the duration of use (how long you may use the image for), geographic locations for use and any other factors such as exclusivity or non-exclusivity.

These factors all determine the price of the image. Purchasing an image for personal use, as opposed to purchasing an image to use in promotional material for a brand or company, will come at quite a significant difference in price.

What license did you purchase?

When we (Element) cover an event such as a sports race or game, images are almost always for sale to the public for 'Personal Use' only. This gives the buyer limited rights, but probably more than they'll ever need. They can use the images to print and hang on their wall, to share with friends and family and to put onto their social media accounts such as Facebook and Instagram. These are the rights they receive after they have purchased the image. Because of these limited usage rights, the price is relatively low which suits the budget of the general public. It's worth noting that taking a screenshot of a watermarked image - such as in an online gallery - and displaying it elsewhere is theft under the definition of copyright infringement.

On the other hand we also provide a large amount of work for event promoters, conference conveners, business owners or persons in management positions who have hired us to perform a photography job for them. In these cases the client (the organisation, rather than the person) will receive a license to use images commercially. This gives them additional benefits such as the ability to edit and use the image in advertisements online, in printed flyers and marketing material, on television and so on.

You can read on to view the most common license terms that come with the purchase of our images.

All copyright in the images on our website are owned by Element Photo and Video Productions.

License Terms

Personal Use:

1. You are granted a license to use the image/s for personal, non-commercial use forever and worldwide, so long as the terms of the license are not breached.
2. The image/s may not be edited or altered in any way. They must be displayed as they are delivered, without cropping or adjustment.
3. No text or images are allowed to be added on top of, under or around the edges of the image.
4. You may use the image/s on social media accounts such as a personal Facebook or Instagram account.
5. You may NOT use the image on non-personal social media accounts such as a product/brand/company/organisation/club Facebook or Instagram account.
6. You may use the image/s to create copies of prints for personal use.
7. You may share the image with friends and family via email and print.
8. Images may not be printed for decoration/furnishing or advertising use in or around the premises of a product/brand/company/organisation/club.
9. Any and all watermarks that are included as part of the purchase MUST remain intact and cannot be cropped out.
10. This license is provided to the purchaser only and is non-transferable to third parties.
11. You are granted a non-exclusive license to use this image.
12. Definition: Commercial Use pertains to any use of images to promote your product/brand/company/organisation/club. Any usage that results in "promotion", intentional or non-intentional, requires a Commercial Use license and will be considered a breach of this license.
13. For clarification or questions between Personal and Commercial usage, contact team@elementphotovideo.com.au.

Commercial Use:

1. Your product/brand/company/organisation/club is granted a license to use the image/s for commercial use forever and worldwide, so long as the terms of the license are not breached.
2. Commercial Use pertains to any use of images to promote your product/brand/company/organisation/club, intentional or non-intentional.
3. You may edit the image with text and graphics as part of an advertisement, so long as the image is not manipulated beyond basic edits such as cropping and basic brightness/contrast levels. In any case where an "Element" watermark has been included on the images, this must remain present at all times and no other edits can be made on these images including those listed previously.
4. You may use the image/s on a product/brand/company/organisation/club social media account such as Facebook or Instagram.
5. You may use the image/s to advertise your product/brand/company/organisation/club in magazines.
6. You may use the image/s on your website and blog.
7. You may use the image/s to advertise online on external websites.
8. You may use the image/s in an article or newspaper/TV article that is specifically about your product/brand/company/organisation/club, so long as the photo is credited to "Element Photo and Video Productions".
9. You may NOT use the image on PERSONAL social media accounts such as a personal Facebook or Instagram account.
10. You may NOT share the image with friends and family via email and print.
11. Images may be printed for decoration/furnishing or advertising use in or around the premises of a product/brand/company/organisation/club.
12. Images may be used to advertise in print such as posters and flyers.
13. Any and all watermarks that are included as part of the purchase MUST remain intact and cannot be cropped out.
14. This license is provided to the purchaser only and is non-transferable to third parties.
15. You are granted a non-exclusive license to use this image.
16. For clarification or questions between Personal and Commercial usage, contact team@elementphotovideo.com.au.