Protecting your creative content - and your reputation
If you’re producing or commissioning photography, video, or marketing content, release management isn’t just a legal formality, it’s essential protection. Without it, you risk GDPR breaches and lost commercial opportunities.
This short guide explains what releases are, when you need them, and how to manage them efficiently and compliantly.
1. Understand What a Release Does
A model or property release is written consent to use someone’s image or property in your content. It’s your protection against claims of privacy violation or unauthorised commercial use.
You may need:
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Model releases – for anyone identifiable in your imagery or video.
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Property releases – for private buildings, homes, vehicles, or possessions.
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Location releases – for shoots on private or restricted property.
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Artwork releases – for visible creative works, logos, or branded items.
If you plan to use content for promotion, releases make that possible. Without them, you could be forced to remove imagery or face challenges later.
2. When a Release Is Required
The rule of thumb:
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Commercial use (advertising, campaigns, social posts, paid partnerships) = release required.
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Editorial/documentary use (news, factual content) = may not require releases, but future commercial use will.
3. Understand GDPR Obligations
Under the General Data Protection Regulation (GDPR), any identifiable image of a person counts as personal data. That means:
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You must have documented, informed consent – a casual “yes” isn’t enough.
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Subjects have rights to withdraw consent or request deletion.
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You need to keep accurate, accessible records to prove compliance.
These rules apply globally if your work involves EU residents, regardless of where you or your clients are based.
4. Getting Releases Right
For a release to hold up legally:
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Clearly identify the person or property and specify how the content will be used.
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Define whether the consent covers one project or ongoing use.
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Include consideration – something of value, even a nominal amount or experience.
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Always obtain a parent or guardian signature for minors.
Be transparent about intended use. People should understand what they’re agreeing to, this builds trust as well as legal protection.
5. Build It into Your Workflow
The easiest time to get releases is before or during the shoot.
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Make it part of your prep alongside briefs and location checks.
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Explain the process in plain language.
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Store signed releases digitally and link them to image sets.
A platform like imageRelease makes it simple to capture, store, and manage releases securely, ensuring every asset stays compliant and ready for commercial use.
6. Store and Review
Keep releases securely backed up, and accessible only to those who need them. Retain them for as long as you use the images, and delete responsibly if consent is withdrawn.
Review your release forms annually to stay current with evolving data and privacy laws.
In Summary
Good release management protects your subjects, your clients, and your business. By embedding releases into your process, you avoid legal risk, maintain trust, and keep your content fully usable.
It’s not just admin - it’s peace of mind, and the foundation of good professional practice.
