An image licence grants permission for particular uses of an image. GOV.UK explains that permission to use someone else’s copyright is limited to the agreed purposes. Read the terms for the actual asset rather than assuming that a download or payment permits every use. Source: GOV.UK: using somebody else’s copyright

Check the intended travel marketing use

Record where the image will appear, whether it will be edited and how long it is needed. Compare those plans with the licence. This turns a general rights question into a specific review of the proposed publication.

Keep the supplier, asset reference, licence version and required credit together. Include any relevant restrictions, so another colleague does not have to reconstruct the permission when preparing a later campaign.

Recheck when the use changes

A website illustration and a paid advertisement are different proposed uses. Before moving an image between them, check whether the existing permission covers the new purpose. Do the same before making a material edit.

If the terms do not answer the question, obtain written clarification or select an asset whose permitted use is clear. This avoids treating an unresolved assumption as an approved publication decision.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.