A model release is a signed permission to use a person's image, name or likeness. It matters most when a photo or video is used for advertising or other commercial purposes.
When you usually need one
- Advertising, marketing and product promotion.
- Stock photography sold for commercial use.
- Websites, courses and social ads featuring identifiable people.
- Any use that suggests the person endorses something.
When it may not be required
News or editorial uses of photos taken in public places often do not require a release, though state laws on privacy and right of publicity differ. Photos of minors, private places and sensitive situations are riskier.
What the release should say
- Who is giving permission and who receives it.
- What uses are allowed and for how long.
- Whether compensation is paid.
- Parent or guardian signature for minors.
- Whether the person may be edited or captioned.
Good practice
- Get the release before or at the shoot.
- Keep signed copies with the files.
- Do not use images in ways beyond the release.
- Ask a lawyer about high-value or sensitive projects.
The legal ideas behind a model release
Many states protect a person's name, image and likeness from unauthorized commercial use through right of publicity or privacy laws. A model release is a written permission that allows a photographer, filmmaker or business to use a person's image in specific ways. Without it, using the image in an advertisement or product could lead to a claim for damages or an injunction, even if the photo was lawfully taken.
Types of use and permission
- Editorial use: news, documentary and educational content, which often does not need a release for public subjects.
- Commercial use: advertising, product packaging and promotional materials, which usually require a release.
- Stock photography: agencies commonly require releases for people and property.
- Social media use by businesses: treat as commercial and get permission.
- Private events: guests may expect their images to be used only privately.
Release checklist
- Names of the subject and the photographer or company.
- Description of the shoot or images covered.
- Scope of use, including media, geography and duration.
- Whether the image may be edited or combined with other material.
- Compensation, if any.
- Representations that the subject is an adult or that a parent has signed.
- Signature, date and contact information.
Special situations
- Minors need a parent or guardian's signature.
- Property releases may be needed for private homes, artwork or trademarks visible in images.
- Employees in company videos should sign releases.
- Recording audio may be subject to consent laws.
- Drone footage may raise additional privacy issues.
Good practice
Get the release at the time of the shoot, store signed copies with the files and respect the limits in the agreement. If a subject asks to withdraw permission, check the release terms and consider a courtesy removal. See our guides to copyright basics and fair use.
Frequently asked questions
Do I need a release for photos in public?
Often not for editorial use, but commercial use may require one.
Can someone revoke a release?
It depends on the wording. Read the terms before signing.
Do I need a release for photos of crowds?
Typically not for editorial use if no individual is the focus, but commercial use may still raise issues.
Can someone revoke a release?
Only if the release says so.
Do I need a release for photos of buildings?
Often not for exteriors, but trademarks and private property can raise issues.
Is a verbal release enough?
It is risky. Use written releases.
Do I need a release for videos posted on a personal account?
Often not for noncommercial use, but be considerate.