By Annie Allison
Getty Images recently announced that it will stop charging (and in some cases suing) for non-commercial uses of its copyrighted imagery and will start allowing bloggers and social-media users embed stock pictures in a controllable way. Getty’s new strategy will allow anyone to select an image and copy a code to use that image on their own website. While proponents cheer Getty for adapting to the rapidly evolving online marketplace, others question what the costs of these free images may be on privacy.
Craig Peters, senior vice president of business development, content and marketing at Getty Images explained the reasoning for the company’s shift in approach: “It’s incredibly easy to find content online and simply right-click to utilize it. … The vast majority of infringement in this space happen[s] with self-publishers who typically don’t know anything about copyright.”
Under its new strategy, Getty Images will serve the image much like YouTube currently does with its videos and will include the full copyright information and a link back to the image’s dedicated licensing page. “There’s a value for Getty Images and the content owners,” says Peters. “We’ll have access to the information on who and how that image is being used and viewed, and we’ll… utilize that data to the benefit of our business.”



