Understanding Image Copyright and Usage: What Every Client Should Know

When booking a photography session—whether for corporate events, fashion campaigns, or e-commerce—understanding image copyright and usage rights is essential. At London Photography Studios, we believe in being transparent about how images can be used and who legally owns them. This guide explains how copyright works, what you're paying for, and how different types of usage— including Above-the-Line and Below-the-Line marketing—impact licensing.

Who Owns the Copyright of the Images?

Under UK copyright law, photographers automatically own the copyright to all images they create.

This means:

• The photographer controls reproduction, distribution, and modification rights.

• Clients receive usage rights (licenses)—not full ownership—unless agreed in writing.

Even when you pay for a shoot, you’re licensing the images for specific uses—not purchasing the copyright itself.

What Are Usage Rights and Why Do They Matter?

Usage rights determine where, how, and for how long you can use the final images. These rights may include:

• Personal use: Social media, online portfolios, personal branding.

• Commercial use: Advertising, digital campaigns, websites, etc.

• Editorial use: Magazines, newspapers, blog articles, online features.

Above-the-Line (ATL) vs. Below-the-Line (BTL) Usage

When using photos for marketing, understanding ATL and BTL usage helps determine the right license.

Above-the-Line (ATL) Usage

ATL refers to mass media advertising, including:

• TV commercials

• Billboards or outdoor posters

• Magazine and newspaper ads

• Cinema ads

• National YouTube ads

• Broadcast or radio spots

Because ATL campaigns reach large, untargeted audiences, ATL image licenses are broader—and typically more expensive.

Below-the-Line (BTL) Usage

BTL refers to targeted marketing, such as:

• Website usage

• Social media advertising

• Direct emails and newsletters

• Flyers, brochures, and in-store displays

• Internal business use (presentations, pitches, etc.)

BTL usage typically involves smaller budgets and narrower licenses, often making them more affordable.

We offer tailored licensing for both ATL and BTL needs. Tell us your goals and we’ll recommend the right license.

Can I Own the Copyright?

Yes, full copyright ownership (a copyright transfer) is possible—this gives you exclusive control over the images.

Copyright buyouts are common for:

• Global campaigns

• Product launches

• Agencies needing full usage freedom

This must be agreed upon contractually and includes a premium fee.

What You Can’t Do Without Permission

Without the correct license, clients may not:

• Sell or resell the images

• Use them outside the licensed platforms or timeframe

• Repurpose for larger ATL campaigns if only BTL was agreed

• Modify or heavily alter the content

Unauthorized use may result in extra charges or legal enforcement.

How We Handle Licensing at London Photography Studios

We make licensing straightforward and professional:

• Every client receives a written usage license

• We provide clear options for ATL, BTL, and editorial campaigns

• High-resolution files are delivered securely via electronic transfer

• Need help choosing a license? Just ask—we’ll guide you

Key Takeaways

• The photographer retains copyright by default

• Clients receive specific, agreed-upon usage rights

• ATL and BTL determine scope and cost

• Copyright can be transferred with a buyout

• Always clarify intended use before the shoot

Need help understanding licensing?
Contact us — we're here to help you find the right usage rights for your campaign.