You know the value of a photo when you’re trying to engage your audience – but do you understand the cost of using an image you aren’t licensed to use?
Tracking image licenses is a time-consuming, tedious, yet necessary, task that too often slips through the cracks – at high cost. A recent study by the American Intellectual Property Law Association estimated the average cost of litigating a copyright infringement case ranged from $384,000 to $2 million. Every year, countless companies ranging from small businesses to major retail brands are slammed for using images without permission.
If a million-dollar lawsuit isn’t scary enough, using a photo you don’t have the rights to use can result in a social media firestorm and a PR nightmare for your brand.
And, even if you go about securing the rights to an image the right way, licenses expire. Using an image beyond the contract puts you back in dangerous territory. Continue Reading