Finders Keepers? Not when it comes to images…
They say a picture tells a thousand words, but did you realise it also tells the story of where it’s been and who owns the rights to use it?
There is a new kind of website audit happening right now, and it is not being carried out by designers, developers or marketing teams. It is being carried out by AI.
Increasingly sophisticated bots are scanning websites at scale, identifying images and cross-referencing them against licensing databases in seconds. What once required manual effort, legal teams and time is now automated, immediate and, for many businesses, completely unexpected. The result is a growing number of companies being contacted about image usage, often with requests for proof of licence or payment.
Before this sets alarm bells ringing, let me reassure you – don’t panic. This isn’t personal, and it isn’t targeted. It’s simply technology doing what it does best. When you know where your images have come from, these situations are usually straightforward to resolve.
Over the last year alone, we have seen this with two of our own clients. In one case, we had sourced the imagery and were able to provide proof of purchase and the correct licence immediately. The matter was resolved quickly and professionally.
In the second case, the situation was less clear. The image had been added by an independent contractor, who was no longer contactable. There was no obvious audit trail, no proof of licence to hand, and suddenly what should have been a simple query became far more uncertain than it needed to be.
This is where the misconception around “free” images begins to unravel.
Images found on search engines are not free to use. They are indexed, not gifted. Simply because an image appears in search results does not give permission to use it. And even when using so-called “royalty free” libraries, there are nuances that matter.
One of the most misunderstood terms is editorial use only. This means the image can be used to illustrate factual, newsworthy or educational content, but not for commercial purposes. In other words, it cannot be used to promote, sell or support your business on your website. It’s an easy line to cross without realising.
So what does this mean for you?
Nothing dramatic – just a quick check, ideally before one of those automated emails lands in your inbox.
Have a look through the images on your website and ask yourself where each one came from. If you know, and you can trace it, great. If you’re not sure, it’s worth swapping it out for something you know is properly licensed. And going forward, whether it’s you or someone else adding content, just make sure anything used is cleared for commercial use before it goes live.
That’s all we’re talking about here. No drama, no deep dive – just being clear on what’s sitting on your site.
Need help choosing the right images in the first place? I guide you through this in Chapter 12 – Image is Everything – from my best-selling book Website Mastery for Business Owners who Don’t Speak Tech. Click here to grab your copy today.
If you are creating new visuals, AI-generated imagery is becoming an increasingly useful option, allowing you to produce something bespoke without relying on stock libraries. As always, the key is to check the terms and conditions so you are clear on how those images can be used commercially.
This is not about catching you out. It is about protecting one of your most valuable business assets.
A small amount of attention now can save a great deal of time, stress and uncertainty later. Because in a world where these checks are happening automatically, the strongest position you can be in is one where you already know the answer.
And if you are reading this thinking you are not entirely sure about some of the images on your site, that is absolutely fine. This is exactly the sort of thing worth getting checked properly.
If you have a web support team, start there. Of course if you can’t reach them, you can always talk to us…
Have you read our best-selling book: Website Mastery for Business Owners who Don’t Speak Tech?
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