Licensing

How to licence images, graphics and videos

In the search results overview and in the detailed view of an image, graphic or video, you will find the ‘Request a quote’ button. Clicking on this opens a quote form containing all the necessary information. If you wish to request a quote for several visuals or graphics, you can first add them to a lightbox and submit a combined enquiry from there. We require the following details:

• Type of use: commercial/advertising, editorial or private (without publication)
• Use: e.g. online use, book, flyer, information brochure, customer magazine, exhibition, wall decoration in a company, etc.
• You do not need to register to request a quote. To access further features of our portal, such as creating a lightbox, please register here.

Different types of use

When preparing a quote, we distinguish between editorial, commercial and private use.

• Editorial use refers to use for descriptive purposes, such as reporting on current events or other topics of general interest.
• Commercial use refers to use for marketing and advertising purposes, sponsorship, and any use intended to sell goods and services.
• Social media posts, online use and use in work-related spaces/areas with customer traffic etc. count as publication and do not constitute private use.

Image, graphic and video library requiring a licence

Our entire collection of images, graphics and videos consists of rights-managed (RM) content – this includes, amongst other things, news, politics, business, sport, culture, entertainment, creative imagery and archive material.

If you wish to use an image, graphic or video, we always licence it to suit your specific intended use: for example, for print or online, TV or social media, for a specific print run or reach, duration and region.

Your licence covers precisely this agreed intended use. If you wish to use an image, graphic or video again at a later date or in a different context – for example, in a new campaign, across additional channels, for a longer period, or in further languages and regions – you will require a further or extended licence.

Please note that some images, graphics and videos may only be used for editorial purposes, such as current news images, sporting events or celebrity photos. These photos are marked with the text “Editorial Use Only” or “For editorial use only. Non-editorial use by arrangement. Any trademark rights and, where applicable, other intellectual property rights must be observed.” If you wish to use this content commercially, we can assist you with the clearance of rights. This applies, for example, to personality rights, property rights or trademark rights. Please feel free to contact our Sales-Team.

Ownership and Transferability of Licences

When you purchase a licence from us, you are granted the right to use our visual material for the specific purpose and to the extent specified in the licence. However, you do not acquire ownership of the file or of the image, graphic or video itself. The licence granted by us generally applies to the person or company specified as the licensee at the time of purchase, for example in the order or in the framework agreement.

In some cases, you may purchase the licence for third parties, such as your client or customer, provided they are expressly named as the licensee. Without such an express agreement, the transfer or sub-licensing of our content is not permitted.

Licences that you acquire under flat-rate, volume or special contract models (e.g. framework agreements) are normally tied to your company and are non-transferable. You will find the exact provisions regarding the scope of the licence in your individual contracts and in our General Terms and Conditions (AGB).

Copyright, labelling and prohibitions

All images, graphics and videos on our portal are protected by copyright.

• You may only use images, graphics and videos to the extent expressly permitted by your licence or contract. Any use without the appropriate licence or outside the scope of the licence constitutes a copyright infringement and may result in claims for injunctive relief, disclosure and damages, and may trigger contractual penalties.
• As a general rule, correct attribution of copyright and source (credit) is mandatory, e.g. in the form “Photo/Video: Name of photographer/videographer / dpa Picture-Alliance” or “picture alliance / [Partner] / [Photographer/Videographer]”. The relevant details for the respective image or video material can be found in the accompanying text under the headings “Image credit” and “Video credit”. Please also refer to your specific contractual terms and conditions. 
• The following are expressly prohibited:
  • Resale, sub-licensing or distribution of the files themselves (e.g. as image collections, wallpapers, templates), unless this has been expressly agreed in the contract,
  • Use in brand/logo designs without express authorisation,
  • Any use that violates laws or the rights of third parties, such as the rights of the persons depicted (e.g. defamatory, pornographic, extremist or contextually inappropriate contexts).

Please check whether your project requires any further rights (e.g. personal rights, trademark rights, property rights, location releases, music rights) are required for your project, as the licence we grant generally relates only to the photographic rights of use for the image or video material, unless expressly stated otherwise in the accompanying texts (e.g. the existence of a model release).

Use without a licence and legal consequences

If you use our images, graphics or videos without holding the appropriate licence, or use them beyond the agreed scope, you are infringing copyright. In such cases, we are entitled to claim damages (including any legal and documentation costs) and, where applicable, a contractual penalty. In addition, claims for injunctive relief, claims for information, and, where applicable, claims for infringement of third-party personality rights, trademark rights or other rights may also arise.

To avoid legal risks, please ensure that any use of our images, graphics and videos is covered by a valid licence and document your licences carefully (order confirmations, invoices, usage details). Are you currently involved in a legal case relating to copyright infringements? We would be happy to assist you here.