A contributor sends you photos, you download a plugin, or you copy text from a shared document. Having the files ready does not automatically mean you can publish them. For each resource, you need to know who permits its use, what conditions apply and how you can demonstrate that permission. A straightforward check before publication makes website licences easier to manage.
1. Access to a file is not permission to use it
A download link, access to a shared folder or payment for a file does not automatically give you every right over it. Permission comes from the applicable licence, contract or other valid authorisation. Its scope depends on the terms involved.
Separate two questions: “Can I obtain this file?” and “Can I use it for this purpose?” An image available publicly may still be protected by copyright. Similarly, a legitimately downloaded plugin may have different terms for its code, images and associated services.
- Identify the creator or supplier and the original source.
- Find the licence covering the specific resource, rather than relying only on the platform’s general terms.
- Check whether permission covers your website, commercial purpose and any related campaigns.
- If permission remains unclear, ask for clarification before publishing or choose another resource.
2. Check photos and text separately
Photos for commercial use
Using a photograph on a business website, in an online shop or in an advertisement may constitute commercial use. However, you need to check the licence for the relevant definition and restrictions. “Free” does not mean “without conditions”, while “royalty-free” does not mean free of copyright or unrestricted.
When choosing commercial photography, check restrictions on advertising, resale, redistribution of the original file and use in products offered for sale. An image labelled for editorial use should not automatically be treated as suitable for an advertising campaign.
There may also be separate rights relating to identifiable people, trade marks or artworks shown in the image. The photograph’s licence does not necessarily resolve every issue. Review the supplier’s information and seek specialist advice where the intended use is sensitive.
Commissioned text and material found online
Crediting a source does not replace permission to reproduce an article. Superficial rewriting does not automatically remove copyright concerns either. For commissioned writing, clarify permission to publish, edit, translate and reuse the text in newsletters or advertisements. If you intend to rely on a legal exception, such as quotation, check the requirements that apply to your particular situation.
3. Get clear permissions from contributors
Paying a photographer, writer or agency does not automatically mean you acquire all economic rights in their work. The contract should explain which rights are granted and on what terms. A vague description such as “content for the website” may leave reuse in other channels unclear.
Before accepting the work, establish in writing:
- Which materials are included and who holds the relevant rights.
- Which uses are permitted, for how long and in which territories, where limits apply.
- Whether you may edit, translate or supply the materials to the agency managing your website.
- Which third-party resources are included and which licences accompany them.
- What attribution is required and who supplies the supporting records.
Ask for an inventory of external assets, including stock photos, fonts, icons, code snippets and templates. A contributor’s declaration is useful, but it does not replace checking the specific licences. For significant contracts, ask a legal professional to review the form and scope of the rights being granted.
4. Follow attribution and modification conditions
Attribution is a licence condition, not a universal permission. Some resources can be used without naming the creator. Others require the creator’s name, the source, a licence link and an indication of changes. Check the precise requirements and where the credit needs to appear.
For Creative Commons material, read the applicable licence type and version. Non-commercial restrictions, restrictions on sharing adaptations and requirements to share adaptations under the same licence have different effects. Do not assume that every Creative Commons licence allows use in business promotion.
Before cropping a photograph, translating text or incorporating an illustration into a new design, check permission to make changes. Some changes may create adaptations, and the assessment depends on the material, licence and applicable law.
Keep the required attribution wording with the asset and review it after design changes. A credit that was originally visible can disappear when you replace a gallery or change the page footer.
5. Separate plugin licences from updates and support
Plugins involve several separate checks: the code licence, the terms for bundled assets and access to services. An activation key or subscription does not, by itself, describe all your rights.
Some plugins use free software licences, such as the GPL, which grant rights over the code subject to their conditions. A supplier may separately provide automatic updates, account downloads, support or connections to an external service. An expired subscription does not automatically remove rights already granted over the version you received. It may, however, end access to those additional benefits under the applicable terms.
- Check the licence for the installed version and any components covered by different terms.
- Distinguish activation limits for updates or support from rights over the code.
- Review rules for staging websites, client websites and external services.
- Record what happens on expiry and how to export your data, where relevant.
Do not confuse a plugin’s technical availability with the legitimacy of its source or the safety of the file. For a website using WordPress hosting, keep a plugin inventory and track updates, compatibility and commercial terms separately.
6. Organise your licensing records
A simple register helps when a contributor leaves or you receive a query about an asset. Do not rely exclusively on links: web pages and offers can change.
- Identify the resource: record its name, creator, source and where it appears on your website.
- Save the evidence: retain the licence applicable when you obtained it, order confirmation, invoice, contract and relevant written permissions.
- Record the conditions: note permitted uses, modifications, attribution, restrictions and any time limits.
- Connect records to files: use consistent names and keep the original version separate from edited copies.
- Review when the use changes: check again before using the material in an advertisement, on another website or in a new product.
Restrict access to documents containing personal data or confidential contract information. Decide who checks resources and who approves publication. For older materials without evidence, try to recover the records. If you cannot establish the relevant rights, consider replacing the material.
7. Conclusion: check before you publish
Use the same routine for every asset: identify its source, read the licence, check the proposed use and modifications, prepare the attribution and save the evidence. Your web hosting infrastructure and your content rights are separate responsibilities. Being technically able to publish something does not establish legal permission.
This article provides general guidance and does not replace legal advice. If licences conflict, ownership is uncertain or you receive a notice concerning your use, ask a qualified professional to assess the situation before deciding how to proceed.
