Explaining 10 myths and misconceptions about licensing art and images
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If you’re considering licensing an artwork or image, or you're an artist who’s never encountered licensing, you might have questions, or even a few doubts. Licensing can sound formal or complicated, but in practice, it’s a simple way to use creative work legally, fairly, and with complete peace of mind.
Here Elizabeth Walley, DACS’ Copyright Licensing Manager, debunks the most common misconceptions about licensing and shares the reality behind them:
1. “If I license an artwork, I’m buying it outright.”
Not the case. Licensing means you’re paying for specific rights to use an image of the work in an agreed way, often for a set purpose and period of time. The artist still owns their copyright - it’s more like renting the rights rather than buying them.
2. “If I credit the artist, I don’t need a licence.”
Crediting is a necessary part of licensing, but it isn’t sufficient on its own. A licence ensures you have the legal right to use the work. Licensing makes sure that an artist’s work isn’t just recognised but also valued financially.
3. “Once an image is licensed, it can't be used on anything else”
Licences can be flexible. You can agree terms tailored to your needs, whether that’s one-time use, ongoing use, or a wider distribution. If your plans change, additional rights can always be negotiated.
4. “Licensing is only relevant for galleries and publishers.”
Licensing isn’t just for physical galleries or print publishers; it’s for any reproduction of an artwork, whether digital platforms, TV and film, educational materials, or online media. DACS oversees licensing for all these contexts, ensuring artists get paid and credited appropriately.
5. “If I change the artwork a bit, I don't need to clear copyright”
Even if you alter, crop, re-colour, or adapt an artwork, it is still protected by copyright. Changing it does not erase the artist’s moral rights. In fact, creating a “derivative work” without permission can amount to copyright infringement.
Licensing ensures you have the legal right to use the work in the way you intend, whether that’s reproducing it exactly or adapting it. It also guarantees that the artist is properly credited and compensated, and that you’re protected from legal or reputational risks. Think of it this way: edits don’t remove ownership. The safest and most professional route is always to secure a licence.
6. “Licensing is too complicated.”
With DACS, licensing is straightforward. We handle negotiations, paperwork, and payments, making the process quick, clear, and hassle-free. Clients can get the rights they need quickly and clearly, whilst artists get fairly paid for the use of their work.
Proceeding without a licence can create legal and financial complications for those using artworks down the line. Having a clear licensing agreement in place means that everyone is protected.
7. “Licensing only benefits the artist.”
In reality, licensing benefits everyone. Those wanting to use artworks and images get the peace of mind that comes with clear, legal permission, while the artist is fairly compensated. Everyone wins from a transparent, professional agreement.
8. “Licensing an artwork means the artist can’t use it again."
Not the case. Licensing isn’t about artists giving away their artwork, it’s about granting permission for a defined use while the artist remains as the copyright owner. Unlike assigning copyright, licensing lets the artist stay in control and continue earning, rather than losing all rights to reproduce or profit from their work.
Licensing can provide a steady income stream that supports lifelong creative work, whether through one-off deals or recurring royalties. Using licences that are non-exclusive and limited in scope means artists can continue using their work in other contexts or license it to different clients for different purposes.
9. “Licensing is only for big-name artists.”
Famous artists might be in the spotlight, but licensing matters just as much for all creatives. Whether an artist is building their career or already established, licensing is a practical way for artists and creators to earn income and protect their work.
10. “Licensing doesn’t matter in the digital age.”
In fact, licensing matters more than ever. With images being shared, streamed, and reproduced online, licensing ensures artists’ rights are protected and they still get paid, whilst those wanting to use the work, can be clear about what permissions they have, even within in a fast-moving digital landscape. It supports artists’ ongoing practice, protects their rights, and allows users clarity and peace of mind.
Licensing is an ethical choice that benefits everyone
It provides more than income today, as it helps sustain artistic careers in the long term.
For artists it’s a powerful way to share your work on your terms, build a sustainable practice, and protect your long-term rights and income. And with DACS handling the heavy lifting, you can focus on what you do best: creating.
For those wanting to use artwork and images, it gives clarity and the freedom to use the work as agreed, knowing the artist will be fairly paid. With DACS managing the process, licensing becomes a simple, ethical and professional way to access the creativity you need.
About the author
Elizabeth Walley is Copyright Licensing Manager at DACS, leading the Licensing team in managing a range of licensing projects from greetings cards and film sets, to websites and scarves. She and her team help picture editors, publishers, and brands find the right artworks while making the copyright clearance process simple and stress-free. Elizabeth has worked with leading names from the BBC and Penguin Random House to Netflix, Tate, and UNIQLO.
