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Public Domain Photos and Free Images: Licenses Explained

Updated September 2026 · Written and maintained by the Progression Agency strategy team

Free is not one thing. An image can be genuinely public domain, released under a permissive license, free for personal use only, or simply posted somewhere by somebody who had no right to post it — and the four look identical in a search result. This page sets out what each license actually permits, which sources are reliable, and the record-keeping that means you can answer the question if it is ever asked.

The short answerThree rules cover almost every case. First, public domain and free-to-use are different things: public domain means copyright has expired or been waived and you can do essentially anything; a free license means the owner has granted specific permissions with specific conditions attached. Second, the license attaches to the individual image, not to the website you found it on — a permissive site can still host an image with different terms. Third, and most often skipped: a photograph being free of copyright does not settle whether the people, logos or private property in it can be used commercially. Screenshot the license at the moment you download.

This page is general information about image licensing and is NOT legal advice. License terms change, sources update their conditions, and the position differs between countries. Verify the license on the individual image at the moment you use it, and consult an attorney for anything commercially significant. Progression Agency does not provide legal services and receives nothing from any source named here.

Public domain is not the same as free to use

Public domain means copyright has expired or been waived; royalty-free means a licence was granted, frequently with conditions. Sites mixing the two without labelling which is which are the source of most attribution failures.

What to record when you use one

The source URL, the licence name, the date retrieved and the required attribution string. Reconstructing that afterwards, when a claim arrives, is close to impossible.

Public domain photos and images: what the term actually covers

Public domain means no copyright applies — because it expired, was forfeited, or never existed. It is a much narrower category than free-to-use, and the two are constantly confused.

The practical consequence is that public domain photos and images can be used, modified and sold without permission or attribution, while most ‘free’ stock images cannot. A license that permits commercial use is not the public domain; it is a license, and it can carry conditions that a public-domain work does not.

The largest source. Terms vary by country, so a work in the public domain in one jurisdiction may not be in another.

Government works

Many works produced by US federal agencies enter the public domain on creation. This does not extend automatically to state or foreign governments.

Dedicated to the public domain

Creators can waive rights explicitly, commonly via CC0. This is a deliberate act and is not implied by a work being posted publicly.

What public domain does not cover

Trademarks, personality rights and the rights of people depicted. A public-domain photograph of a person may still need a release for commercial use.

How to verify before using

Check the source’s stated status and the country of origin. ‘Found on a free site’ is not a license and will not survive a challenge.

Progression Agency runs Web Design, Creative Services and Content Writing as separate divisions, and this page exists because image licensing is the single most common thing a client gets wrong before a site launches. We are a New York City firm working across the United States. Nothing here is legal advice and we have no relationship with any source named.

The license categories, and what each actually allows
The last row catches people most often. Editorial-only images are genuinely free to download and cannot be used to sell anything, and the restriction is about the content of the image rather than the copyright in it.

What does public domain actually mean?

Public domain means a work is not protected by copyright, either because the term has expired, because it was never eligible, or because the rights holder deliberately waived them. A public domain image can generally be used, modified and sold without permission or payment.

That is a genuinely strong position and it is narrower than the way the phrase gets used. A great deal of material described online as public domain is not; it is freely licensed, which is a different thing with conditions attached. The distinction matters when somebody asks you to justify a use.

How is public domain different from royalty-free?

They are unrelated. Public domain describes the copyright status of a work. Royalty-free describes a payment model — you pay once rather than per use — and royalty-free images are frequently not free of charge at all.

Search demand around free imagery
The fourth term is the most misunderstood in this set. Royalty-free describes how a license is paid for — once rather than per use — and says nothing about whether the image is free of charge.

This confusion causes real problems because royalty-free stock licenses carry conditions: limits on print runs, on resale, on use in templates or products for sale. Treating a royalty-free purchase as though it were public domain is a common way to breach a license you actually paid for.

What is CC0 and how does it differ?

CC0 is a tool a creator uses to waive their rights as far as the law allows, placing the work as close to the public domain as a deliberate act can. In practical terms it behaves like public domain, with the difference that somebody chose it rather than time producing it.

How do images enter the public domain?

Through copyright expiry, through being a work of the US federal government, through deliberate waiver, and through historic US rules about renewal and copyright notice. Expiry produces the largest volume.

How images enter the public domain
The second row is a genuinely large and under-used source. Works produced by US federal government employees as part of their duties are generally not subject to copyright, which covers an enormous volume of photography.

US federal government works are a large and neglected source

Works created by US federal government employees as part of their official duties are generally not subject to copyright, which covers an enormous quantity of photography from space agencies, national parks, scientific bodies and military archives. Almost nobody in marketing looks there, which is precisely why the results look unfamiliar.

A work in the public domain in one country may still be protected in another, and US rules changed several times during the twentieth century in ways that make older material genuinely complicated. If your audience is international, the safe assumption is the more restrictive position.

Where can you actually get public domain photos?

Government and agency archives, national libraries, museum digitization programs, and dedicated public domain collections. These are also the sources that produce distinctive imagery, because so few marketing teams use them.

US federal government archives — Reliable. Generally not copyrighted..
National libraries and museums — Reliable. Large digitized collections..
Major free stock platforms — Reliable. Clear licenses, check per image..
Wikimedia Commons — Reliable. License stated per file; read it..
Paid stock libraries — Reliable. Indemnified, and worth it commercially..
Your own camera — Reliable. No license question at all..

The most reliable general starting points are institutional. The Library of Congress free-to-use collections and the Smithsonian Open Access program both publish large sets with clear terms, and both are effectively unused in commercial marketing.

Are the major free stock sites safe to use?

Generally yes for their own licenses, and you still have to check the individual image. Those platforms host contributed work, occasionally receive uploads the contributor had no right to make, and periodically change their terms.

The license attaches to the image, not the site

A site with a permissive general license can still carry individual images under different terms, particularly where a contributor uploaded something they did not own. Checking the specific image page rather than the site’s terms page is the whole of the difference.

Terms change, and your use continues

A platform can revise its license after you have downloaded and published something. A dated screenshot of the terms as they stood when you downloaded is what demonstrates you acted reasonably, and it takes seconds.

What should you never use?

Images taken from search results, social media reposts, aggregator boards, roundup posts offering downloads, and anything with no stated license. The absence of a license is not permission.

Image search results — Risky. Reports claims, not facts..
Social media reposts — Risky. Almost never the rights holder..
Pinterest and aggregators — Risky. Two steps from the source..
'Free download' blog roundups — Risky. Frequently republishing without rights..
Screenshots of other sites — Risky. Copyright plus trade dress..
Anything with no stated license — Risky. Absence is not permission..

Search engine reuse filters report claims, not facts

A ‘labeled for reuse’ filter reflects metadata a site published about an image. If that site was wrong, or was itself republishing without rights, the filter repeats the error. It is a starting point for finding candidates and not evidence of anything.

Publicity and privacy rights in recognizable people, trademark in logos and brands, separate copyright in artwork appearing within a photograph, and in some cases property releases. A public domain photograph can still be unusable commercially for any of these reasons.

Recognizable people — Beyond copyright. Publicity and privacy rights..
Logos and brands — Beyond copyright. Trademark, not copyright..
Artwork within a photo — Beyond copyright. The artwork has its own rights..
Private property — Beyond copyright. Some property needs a release..
Editorial-only images — Beyond copyright. Content restriction, not license..
Model releases — Beyond copyright. Required for most commercial use..

People in frame are the most common issue

Using a recognizable person’s image to promote a product generally requires a model release, and the copyright status of the photograph does not change that. This is the single most common way a technically free image becomes a commercial problem.

Editorial-only is a content restriction

Images marked editorial use only are free to download and cannot be used to sell anything. The restriction usually exists because the frame contains people, brands or property without the releases commercial use requires.

Habits that keep image use defensible
Rows seven and eight are the two most common sources of trouble. A search engine’s reuse filter reports what a site claimed rather than what is true, and a permissive stock site can still host individual images under different terms.

What record should you keep?

The source URL, the date, the license name and a screenshot of the license as displayed, kept for as long as the image remains published. About ninety seconds per image.

How to use a free image safely, every time
Step four is the one that turns an assumption into evidence. Sites change their terms and images get re-uploaded under different conditions; a dated screenshot is what demonstrates you acted reasonably at the time.
1 — Check the individual image. Not the site's terms page..
2 — Screenshot the license. Dated, at download time..
3 — Record source and date. One file, alongside the image..
4 — Look for people in frame. A separate right entirely..
5 — Look for logos and property. Also separate rights..
6 — Keep the record while published. Not just until launch..
What to record for every image, and why
RecordWhy it mattersWhere it goes
Source URLProves where it came fromAlongside the image file
Download dateTerms change over timeSame record
License nameDifferent licenses permit different thingsSame record
Screenshot of the licenseEvidence the terms said what you relied onSame folder
Attribution text if requiredSo it survives a redesignIn the CMS, with the image
Notes on people or propertyFlags commercial limits laterSame record
Who downloaded itAnswers questions after staff changeSame record

The fifth row matters more than it looks. Required attribution is routinely lost during a site redesign, which converts a compliant use into a non-compliant one without anybody deciding to do it.

Does the source matter for how the site looks?

Considerably. The major free stock platforms are used by everybody, so the recognizable images appear on hundreds of sites simultaneously and read as generic. Institutional archives and your own photography do not have that problem.

Image sources plotted by license risk and distinctiveness
The bottom-left corner is where you want to be and your own photography sits there alone. Institutional archives are the next best position and are almost entirely unused by marketing teams, which is exactly why they look distinctive.

The chart pairs license risk with distinctiveness and the two do not trade off the way people assume. Your own photography and institutional archives are simultaneously the safest and the most distinctive; image search results are the riskiest and not especially distinctive either.

Should you use free stock images at all?

For structural and background purposes, yes. For anything representing your business, your team or your work, no — because a stock photograph of somebody else’s office says nothing about you and appears on competitors’ sites.

What about AI-generated images?

The license position is genuinely unsettled and varies by tool and jurisdiction. US copyright guidance has held that purely machine-generated material without sufficient human authorship is not registrable, and individual tools impose their own commercial terms. Read the specific tool’s terms rather than assuming.

For commercially significant use this is an area where the safe course is either commissioned photography or licensed stock with an indemnity, precisely because the position is still moving. The United States Copyright Office publishes the current official position.

When is paid stock the right answer?

When the use is commercially significant, when you need an indemnity, or when the specific image genuinely does not exist in free collections. Paid libraries carry legal protection that free sources generally do not, and for a substantial campaign that protection is the product.

When is commissioned photography the right answer?

Whenever the image represents your business, your people, your premises or your work. It is the only source that is simultaneously distinctive, unambiguous on rights, and impossible for a competitor to use.

How do you find good public domain images efficiently?

Search institutional collections directly rather than through general image search, use their own subject and collection browsing, and search for the era or the agency rather than the keyword you would use commercially.

What about images on Wikimedia Commons?

License is stated per file and varies substantially: some files are public domain, many require attribution, and some carry share-alike conditions that affect how you may use derivative work. Read the specific file page every time.

Do you need to credit public domain images?

Not legally, in most cases, and it is good practice anyway. Crediting an institutional source costs nothing, is frequently appreciated, and creates a record of where the image came from that helps you later.

What happens if you get it wrong?

Most commonly a takedown request or an invoice from a rights holder or their agent. It is resolvable and it is expensive in time and attention, and the record described above is precisely what makes the resolution quick rather than protracted.

Does this apply to social media as well as websites?

Yes, and it is enforced there too. Platform terms do not grant you rights to third-party images, and reposting something found on a platform is not a license to use it in your own marketing.

What about images in client work?

Establish who is responsible in the contract. Agencies frequently supply images and clients frequently assume the agency cleared them; writing down who sourced, licensed and recorded each image prevents a difficult conversation later.

What is the simplest safe workflow?

Use your own photography where the image represents you, institutional archives where you need something distinctive, licensed stock where the use is commercially significant, and record every one of them.

Common mistakes

Seven, and the first three account for almost every image problem we see before a launch.

Image licensing mistakes and what to do instead
MistakeConsequenceInstead
Taking images from search resultsNo license, no defenseInstitutional or licensed sources
Assuming a site license covers every imageOne wrong file among many right onesCheck the individual image page
Assuming free of copyright means free of restrictionsPeople and brands have separate rightsCheck the frame, not just the license
Keeping no recordNo answer if asked, years laterURL, date, license, screenshot
Losing attribution in a redesignCompliant use becomes non-compliantStore attribution with the image in the CMS
Using stock photos to represent your teamGeneric, and untrueCommission real photography
Assuming AI images are unencumberedGenuinely unsettled positionRead the tool’s terms; license for significant use

For the build side, our web design page covers how imagery is specified in a project, and the beauty store guide covers a category where original photography is worth more than almost any other asset.

How do you search institutional archives effectively?

Answer first: search by subject, era or agency rather than by the commercial keyword you would use on a stock site. Archives are cataloged by what the thing is, not by the marketing concept you want it to illustrate, and searching them like a stock library returns almost nothing.

What should a team policy on images say?

Answer first: which sources are approved, who is allowed to add an image, what record must be kept, and who checks before launch. Four lines, written once, prevents nearly every image problem a marketing team encounters.

Free stock photos, royalty free images and public domain: a plain comparison

Answer first: free stock photos are licensed by a platform under conditions; royalty free images are paid once rather than per use and are frequently not free at all; public domain images carry no copyright. Three different things that get used interchangeably.

What each term actually means, and what it permits
TermWhat it describesCostCommercial useConditions
Public domainCopyright statusFreeGenerally unrestrictedNone from copyright
CC0A deliberate rights waiverFreeGenerally unrestrictedNone from copyright
Free stock photosA platform licenseFreeUsually permittedSet by the platform, per image
Royalty free imagesA payment modelUsually paidPermitted within licensePrint runs, resale, templates
Rights managedA payment modelPaidDefined use onlyTerritory, duration, medium
Attribution requiredA license conditionOften freePermitted if creditedCredit in a specified form
Editorial use onlyA content restrictionVariesNOT permittedNo promotional use at all

The two rows people conflate most are row one and row four. Public domain is about copyright having lapsed or been waived; royalty free is about how you pay. A royalty free image can be expensive, and it still carries conditions you agreed to when you bought it.

Which free image source should you use for which job?

Answer first: institutional archives for anything that should look distinctive, major free stock platforms for backgrounds and structural imagery, licensed stock where the use is commercially significant, and your own camera for anything representing your business.

Image source types compared
Institutional archives score highest on license reliability and distinctiveness simultaneously, which is unusual and under-used. Museums, libraries and government agencies have digitized enormous collections that almost nobody in marketing looks at.
Choosing an image source by what the image has to do
What the image is forBest sourceWhyWhat to avoid
Representing your team or premisesYour own photographyOnly truthful optionStock people as your staff
Illustrating a concept distinctivelyInstitutional archivesUnused by competitorsTop free stock results
Background or textureFree stock platformsAdequate and fastAnything with recognizable people
A large paid campaignLicensed stock with indemnityLegal protection is the productFree sources at scale
Historical or scientific subjectGovernment and museum archivesGenuinely public domainBlog roundup reposts
Product imageryYour own photographySupplier images are everywhereManufacturer stock shots
Editorial article illustrationFree stock or archivesLower commercial exposureEditorial-only in an advert

The last row is the trap worth repeating. An editorial-only image is perfectly usable illustrating an article and cannot appear in an advertisement, and the same file sitting in your media library makes that distinction very easy to lose.

Launching a site and unsure about your images?

Send us the list of images you are planning to use and where each came from, and we will tell you which are safe, which need a license check and which should be replaced — and where commissioning one photograph would do more than fifty free ones.

Talk to Progression Agency

Video: copyright, licensing and visual content

Three talks covering copyright, creative licensing and visual content practice. Everything relevant to using images safely is written out in text above, and none of it is legal advice.

Getting found in search

AI, AEO and what is changing

Paid media and lead generation

Websites and design

Choosing and working with an agency

Social, content and brand

By industry and by situation

Frequently asked questions

What are public domain photos and images?
Works with no applicable copyright — expired, forfeited or never held. They can be used, modified and sold without permission or attribution.
Is free stock the same as public domain?
No. Most free stock is licensed, and licenses carry conditions. Public domain has no licensor and no conditions.
Do public domain images ever need a release?
Yes. Copyright is not the only right involved — people depicted may hold personality rights, and trademarks in the image remain protected.
Is public domain the same everywhere?
No. Copyright terms differ by country, so a work in the public domain in one jurisdiction may still be protected in another.
What does public domain mean for images?
That the image is not protected by copyright — the term expired, it was never eligible, or the rights holder waived it. A public domain image can generally be used, modified and sold without permission or payment.
What is the difference between public domain and royalty-free?
They are unrelated. Public domain describes copyright status; royalty-free describes a payment model where you pay once rather than per use. Royalty-free images are frequently not free of charge and carry real conditions.
Is CC0 the same as public domain?
Close, and reached differently. CC0 is a tool a creator uses to waive their rights as far as law allows, placing the work as near the public domain as a deliberate act can. In practice it behaves the same way.
Where can I find genuine public domain photos?
Government and agency archives, national libraries, museum digitization programs and dedicated public domain collections. The Library of Congress free-to-use sets and Smithsonian Open Access are large, clearly licensed starting points.
Are US government photographs free to use?
Works created by US federal government employees as part of their official duties are generally not subject to copyright, which covers an enormous volume of photography. Check the specific item, since agencies host third-party material too.
Are the major free stock sites safe?
Generally yes under their own licenses, and you still need to check the individual image. They host contributed work, occasionally receive uploads the contributor had no right to make, and periodically change their terms.
Why check the individual image rather than the site’s terms?
Because the license attaches to the image, not the website. A site with a permissive general license can still carry individual images under different terms, particularly where a contributor uploaded something they did not own.
Can I use images from Google Images if they are labeled for reuse?
No, not on that basis alone. A reuse filter reports metadata a site published about an image. If that site was wrong or was itself republishing without rights, the filter repeats the error. Use it to find candidates, then verify at source.
What rights exist beyond copyright in a photograph?
Publicity and privacy rights in recognizable people, trademark in logos and brands, separate copyright in artwork within the frame, and sometimes property releases. A public domain image can still be unusable commercially for any of these.
Do I need a model release?
Generally yes to use a recognizable person’s image to promote a product or service, and the copyright status of the photograph does not change that. It is the most common way a technically free image becomes a commercial problem.
What does editorial use only mean?
That the image may be used in a news or informational context but not to sell anything. The restriction usually exists because the frame contains people, brands or property without the releases commercial use requires.
What record should I keep for each image?
The source URL, the download date, the license name, a screenshot of the license as displayed, any required attribution text, and notes on people or property in frame. Keep it as long as the image stays published.
Why screenshot the license?
Because terms change and your use continues. A platform can revise its license after you have downloaded and published something, and a dated screenshot demonstrates you acted reasonably on the terms as they stood.
How is attribution usually lost?
In a redesign. Required credits routinely disappear when a site is rebuilt, converting a compliant use into a non-compliant one without anybody deciding to. Store attribution with the image in the CMS rather than in page copy alone.
Do I need to credit public domain images?
Not legally in most cases, and it is worth doing anyway. Crediting an institutional source costs nothing, is frequently appreciated, and creates a record of provenance that helps you if the question ever arises.
What is the license position on AI-generated images?
Genuinely unsettled and varying by tool and jurisdiction. US guidance has held that purely machine-generated material without sufficient human authorship is not registrable, and tools impose their own commercial terms. Read the specific terms.
When should I pay for stock images?
When the use is commercially significant, when you need an indemnity, or when the image genuinely does not exist in free collections. Paid libraries carry legal protection free sources generally do not, and for a large campaign that protection is the product.
When should I commission photography instead?
Whenever the image represents your business, your people, your premises or your work. It is the only source that is distinctive, unambiguous on rights, and impossible for a competitor to use.
Why do free stock images make sites look generic?
Because the recognizable ones are used by everybody and appear on hundreds of sites at once. Institutional archives avoid this because almost no marketing team searches them, which is exactly why the results look unfamiliar.
Are Wikimedia Commons images free to use?
It depends entirely on the file. Some are public domain, many require attribution, and some carry share-alike conditions affecting derivative work. The license is stated per file and must be read each time.
Does image licensing apply to social media posts?
Yes, and it is enforced there. Platform terms do not grant you rights to third-party images, and reposting something found on a platform is not a license to use it in your own marketing.
What happens if I use an image without the right license?
Most commonly a takedown request or an invoice from a rights holder or their agent. It is resolvable and costly in time and attention, and keeping proper records is what makes resolution quick rather than protracted.
Who is responsible for image licensing in client work?
Whoever the contract says. Agencies frequently supply images and clients frequently assume they were cleared. Writing down who sourced, licensed and recorded each image prevents a difficult conversation later.
What is the simplest safe workflow?
Own photography where the image represents you, institutional archives where you need something distinctive, licensed stock where the use is commercially significant, and a recorded license for every single one.

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  191. Australian OAIC
  192. European Data Protection Board
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  199. Smashing Magazine
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  205. STIM (Sweden)
  206. Teosto (Finland)
  207. Koda (Denmark)
  208. TONO (Norway)
  209. IMRO (Ireland)
  210. SGAE (Spain)
  211. ZAiKS (Poland)
  212. KOMCA (South Korea)
  213. MCSC (China)
  214. CISAC
  215. World Intellectual Property Organization
  216. TikTok: creating videos
  217. TikTok: exploring videos
  218. TikTok: privacy settings
  219. TikTok: growing your audience
  220. TikTok Creator Academy
  221. TikTok Effect House
  222. TikTok for small business
  223. Instagram: Reels help
  224. YouTube: Shorts best practice
  225. How YouTube recommends
  226. Pinterest Predicts
  227. Snapchat for Business
  228. Hootsuite blog
  229. Social Media Examiner
  230. Marketing Week
  231. Adweek

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