As photographers, we know how much thought, time, and creative energy goes into crafting every image. From shoot to edit, your photos are a direct reflection of your style and artistry, so when it comes to promoting your work, it’s essential that every image represents your unique talent and brand.

But let’s address a sticky area that some photographers fall into—using someone else’s photos to market their sessions with disclaimers like, “For inspiration purposes only” or “This is not my photo.” I’m going to tell you straight—this is not okay. And here’s why:

1. It Misleads Potential Clients
Your clients come to you with the expectation that the images they see are your own. Even if you put the credits or disclaimers front and center, people will often assume that is your style and your results … and when those expectations don’t align with what they receive, it can create confusion, frustration, or worse, disappointment in your work.

2. It Disrespects the Original Photographer
Using another photographer’s work to advertise your sessions, even with credit, is still using their sweat, creativity, and long hours to boost your business. Every image comes with hours of planning, shooting, and editing—none of which belong to you. Respect in our industry isn’t just a nice-to-have; it’s non-negotiable. Don’t let a lack of images tempt you into leveraging someone else’s vision. That photographer worked hard for it! :) 

3. It Damages Your Brand
Your brand is your fingerprint on this world, and when you rely on another person’s images for marketing, you’re not showcasing your unique talent. You’re sending mixed signals about what you’re capable of delivering, and that’s a fast track to confusion and mistrust. Remember, you’ve spent time cultivating your style. Show it off, even if you’re starting with fewer images!

4. It’s a Copyright Issue
Let’s get real—using someone else’s photos without proper permission is a copyright violation. It doesn’t matter how many disclaimers or credits you include; those images belong to the original creator. Copyright laws are there for a reason, and risking legal trouble to fill a marketing gap is never worth it. Protect yourself by either sticking to your own work or getting explicit permission.

Here’s the Solution: Create Your Own Content
Instead of borrowing from others, let’s get creative with what you can offer:

- Do a styled/model shoot: Pull together a few models or previous clients for a mini session and curate images that reflect your abilities. If you’re marketing a specific type of shoot or location, replicate the setup and showcase what you can deliver.

- Use behind-the-scenes content: Even if you don’t have a full portfolio of mini sessions, behind-the-scenes photos can be gold. Give potential clients a peek into your process and the vibe they can expect when they work with you.

- Showcase past work: Even if it’s not an exact replica of your upcoming session, you can still use images from prior shoots that reflect your style. Be clear that these are examples, and explain how your mini session or themed session may differ.

At the End of the Day

Marketing your work is about showcasing who your are as an artist and brand. It’s easy to feel tempted to use someone else’s work when you’re just getting started or short on images, but that won’t serve you in the long run. It risks misleading clients, disrespecting fellow photographers, and watering down your brand.

Trust your own work and let it speak for itself. Even if you start small or need to spend a little extra time building out new content, your brand will be founded on integrity and trust. You’ve got this, friend!

The Legal Paige is THE go-to legal resource for photographers! Needing contract templates? Model Releases? LLC Registration guides? She's got you covered!