How auction house licensing supports the protection and sustainability of the visual arts
As the art world becomes more global and digital, licensing has moved from being a behind-the-scenes task to a key part of how auction houses can build trust with artists and estates, protect brand reputation, and support the wider arts community.
To celebrate the launch of DACS Images, we teamed up with Phillips, the global auction platform for 20th and 21st century art and invited Rachel Boddington, Business Director at Phillips to explain why licensing artworks is more than a technical formality - it’s essential to running an auction house responsibly and sustainably.
The visual arts eco-system
This week Phillips London opens its Modern & Contemporary exhibition, working with artists, estates and partners to showcase the creative talent of contemporary artists around the world. Tom Christopherson, Chair, British Art Market Federation noted in the Framing of the Future report published in April by a coalition of sector supporting organisations and leaders: “The UK art market has the second largest share of the global art market and is an important hub for international art business, bringing cultural visitors from around the world to UK galleries, art fairs and premier auctions. Integral to this are the art market’s close relationships and crossover of staff and expertise with academic and public arts institutions, with which it also maintains close commercial links. It is this ‘cultural critical mass’ involving the commercial and the wider arts world which sustains the UK’s role as a centre for arts and culture, with all the ancillary benefits that brings including tourism, employment, and international profile.”
The visual arts ecosystem generates over £4.1 billion in exports annually and supports more than 50,000 working artists with some of the most recognised artists and artworks in the world, and licensing their artworks is a key component to ensuring that the country’s visual arts assets and talent around the world is sustained year-on-year.
In the auction world, trust is built on transparency and accuracy. Licensing supports this by ensuring that an image used in catalogues is high-quality and has a clear and documented origin, reducing the risk of disputes, images being taken down, and reputational damage.
Martin Wilson, CEO of Phillips has said that “while the top end of the market continues to be dominated by masterpiece works in the millions of pounds, we are also seeing the beginnings of a change in the demographic of our buyers, with the emergence of a new generation of younger collectors whose tastes are different from those of their parents. This generation is interested in living artists and experiences.”
If we are listening to a new generation, this also means listening to the experiences of artists and why royalties and income from a range of sources are important to ensure their survival. So ensuring licensing is baked-into the auction process reinforces not only the credibility, provenance and authenticity of images, but it means that auction houses are further paving a way for artists to keep creating and earning from their practice.
Why licensing is not a barrier
Correct crediting and approved image files are not just technical details; they are markers of professional integrity. They signal to buyers and the wider public that the auction house respects the rights of creators and operates with diligence. With the median artist earnings now reaching £12,500, a 47% decrease since 2010, arguably it is the responsibility of all those within the visual arts ecosystem to do our part to make sure that all artists can keep creating.
Artists and estates rely on licensing royalties to fund their studios, pay for materials, and sustain their careers. In a market that thrives on the circulation of visual artworks, licensing is another direct way to support the very people who make it all possible. For auction houses like ours, this means that every licensed image used contributes to the sustainability of the sector, to the sustainability of UK artists and talent. It’s a tangible way to honour the creative labour behind the artworks we sell.
Auction houses have long collaborated with artists, photographers, and their representatives to sell and license artwork images. By modelling good practice, the auction sector contributes to a healthier, more resilient visual arts ecosystem and sets an example to other organisations working with and supporting artists.
Looking to the future
Licensing is not a cost of doing business; it’s a component of how we can sustain a healthy visual arts ecosystem and maintain trust with artists and estates.
As artificial intelligence reshapes how images are created, shared, and consumed, licensing offers a policy-aligned approach to authenticity. In an era where distinguishing human-made from machine-generated content is increasingly complex, licensing provides a framework for ethical image use.
Earlier this year, sector leaders convened to discuss how to strengthen the UK’s visual arts sector. Licensing was central to that conversation and it’s our responsibility as auction houses to uphold the practice in the work we do, supporting creators and reinforcing the value of human creativity.
As the art market continues to evolve, licensing will remain a cornerstone of ethical and sustainable practice. It’s a way to honour the work of artists, protect the integrity of the auction process, and ensure that the UK remains a global leader in visual culture.
About the author
Rachel Boddington is Business Director for Phillips, a leading global platform for buying and selling 20th and 21st century works, Phillips offers dedicated expertise in the areas of Modern and Contemporary Art, Design, Photographs, Editions, Watches, and Jewels. Auctions and exhibitions are primarily held in New York, London, Geneva, and Hong Kong, with representative offices based throughout Europe, the United States, and Asia.
