The Importance of Model Releases in Photography for Branding

You’ve found the perfect photo. It’s got energy. It’s got personality. It’s got Dave from accounts pulling his best “this is how we work as a team” face. You drop it into your shiny new brochure, send it to print, pop it on the website and even push it out on social media.

Then Dave calls. And he’s not happy.

That’s when you realise—what you didn’t have was a model release.

What’s a model release?

A model release is a signed agreement between the person in a photo (the “model”) and the photographer or company using the image. It gives permission to use that image for specific purposes—typically commercial ones, like branding, advertising, and marketing.

It’s basically a polite way of saying: “We’re using your face to sell our stuff—is that okay?”

And unless you’ve got that ‘yes’ in writing, you could be in murky legal waters.

Why does it matter?

From a legal perspective, using someone’s image without consent can lead to all sorts of complications, particularly if it’s being used to promote a product or service. People have the right to control how their image is used—and more importantly, whether it’s used.

Even if someone posed quite happily for a staff photo at the Christmas party, that doesn’t automatically mean they’re comfortable being the poster child for your new recruitment campaign. Especially if they’re wearing a tinsel crown and holding a prosecco.

But we took the photo ourselves…

That’s great! You own the copyright. But copyright and permission to use someone’s likeness aren’t the same thing.

Owning the photo means you control how it’s edited or distributed. But when it comes to using it commercially—especially in a way that could imply endorsement—you still need the person’s consent. That’s where a model release comes in.

Real-world risks

Here’s where it gets interesting (and expensive).

Imagine you’ve launched a brilliant new brand campaign using images of staff or customers. But one person later objects, claiming they never agreed to appear in it. If they didn’t sign a release, they may well be within their rights to take legal action.

At best? You’re pulling materials from circulation. At worst? You’re facing claims for damages.

We’ve seen brands get caught out with everything from trade show banners to Instagram reels—simply because someone forgot to get a signature.

What should a model release include?

A good model release doesn’t need to be war and peace, but it does need to be clear. It should include:

-The model’s full name and contact details

-A description of how the image will be used

-Consent for specific uses (print, digital, advertising, etc.)

-Signatures of both the model and the photographer/company

-The date of agreement

It’s also a good idea to include a clause about usage timeframes and whether the consent is indefinite.

What about stock photography?

If you’re using properly licensed stock images—great! Most reputable stock libraries ensure model releases are obtained where necessary. But if you’re grabbing photos from Google, social media, or “my mate took this at an event”—you may be on shakier ground than a toddler in dad’s oversized wellies.

That’s the legal bit. But there’s also the brand bit. While stock photos can be convenient, they don’t always scream authenticity—or originality. We’ve written more about that in this post about the risks of relying too heavily on stock imagery, if you’re curious.

In short:always double check usage rights, and if in doubt, don’t use it. Your brand—and your inbox—will thank you.

So… what’s the PHd Design approach?

At PHd Design, we’ve worked with dozens of clients across industries to create brand imagery that looks the part and ticks the legal boxes. Whether we’re organising a full photo shoot or helping you select images for your website or packaging, we make sure model releases are part of the process—not an afterthought.

Because protecting your brand means protecting the people behind it.

And yes, that includes Dave from accounts.

Need help with photography, branding, or navigating the legal bits without losing your mind?

Get in touch with the team at PHd Design.We’ll help you stay creative, compliant, and just the right amount of clever.

Want more straight-talking, human-friendly advice? Subscribe to our newsletter.  We promise to keep the jargon to a minimum and the wit to a maximum.