Marketers lack image-rights knowledge, says survey

A survey by Polylooks has suggested that 37 per cent of UK marketing, PR and publishing professionals admit to using images illegally from the internet.

The research by Polylooks, Deutsche Telekom's online photo agency, found that many creative professionals use images from the web without paying for the rights.

In addition, most do not understand the meaning of the terms 'royalty free' and 'rights managed', the survey claimed.

Given a number of options, only 21 per cent correctly identified the definition of 'royalty free', with 44 per cent believing it meant they could use the image without paying for it.

In fact, users must purchase the image and then are able to use it with certain restrictions.

Additionally, only 16.5 per cent knew what 'rights managed' meant.

The survey revealed that these creative professionals have control over image-buying budgets despite their lack of knowledge of how to legally use them.

Polylooks found that half of the UK's marketing, PR and publishing staff have used a professionally generated stock photo or illustration at some point without paying for it, although some of this may include use of 'commons' images, which come with some restrictions of their own.

The survey found that 81.4 per cent of creative professionals that have used an image without paying for it did not feel guilty.

In addition, 44 per cent legally download between one and five pictures each month, while seven per cent buy more than 11 stock images each month.

Nearly half do not have a microstock image budget but five per cent spend in excess of GBP100 each month on images.

Back to top