Images are reused AI-generated editorial illustrations, not documentary photographs or verified product screenshots.
Licensed images in email marketing require permission that matches the planned promotional use. Finding a picture through search or buying one type of license does not automatically grant every use. The US Copyright Office explains photographers’ rights, and commercial messaging must also avoid misleading claims. Keep a rights record alongside the campaign assets so a designer or future maintainer can understand which images may be used and how.
Check the source and actual permission
Record the creator or provider, asset identifier, license version and purchase or permission evidence. Review whether advertising and email distribution are covered, whether modification is allowed and whether attribution is required. Restrictions can differ across editorial, commercial and other license categories. Ask for clarification rather than guessing when a term is unclear.
Review the image’s meaning and people shown
A license does not automatically make the way you use an image truthful or appropriate. Avoid implying that a pictured person endorses the product without a proper basis. Consider relevant permissions and privacy issues when people or private property appear. An AI-generated illustration should not be presented as a verified product screenshot or documentary proof.
Deliver accessible and maintainable assets
Use reasonable dimensions and file sizes for the message. Keep essential claims and instructions in text, not only in an image. Supply appropriate alternative text and test blocked-image behavior. Store source files and rights evidence separately from the public campaign so internal documentation remains available without exposing unnecessary personal information.
A practical checklist
- Record the source, asset ID and license evidence.
- Confirm promotional use and permitted modifications.
- Check attribution and relevant person-related concerns.
- Avoid unsupported endorsements or documentary claims.
- Test readable text and blocked-image alternatives.
Worked example
Illustrative example: a campaign designer finds a photo licensed only for editorial use. The team does not assume that a small email list makes promotional use acceptable. It obtains an appropriate alternative and records the license. The campaign’s testimonial is separately checked rather than inferred from the stock model’s appearance.
Common questions
Are online images free to use? No. Does a purchase allow every use? Not necessarily. Are AI images always risk-free? No. Is attribution a substitute for permission? Not generally. Can an image be technically licensed but misleading in context? Yes.
What to do next
Maintain an asset register that links each campaign to its approved files and permission record. Review rights when an image is reused in a new context. Get qualified advice for consequential licensing questions; a general checklist does not determine the legal status of a particular asset.
Sources and further reading
- Google: Email sender guidelines
- FTC: CAN-SPAM compliance guide
- US Copyright Office: Photographers and copyright