Copyright law provides monetary structure to the creative and digital worlds. Modern marketers who work primarily with digital assets should be educated on how to perform their jobs without accidentally violating someone else’s copyright claim.
Use Paid Assets
There’s no such thing as a free picture on the internet, especially if the image is used for an ad. The easiest way to avoid breaking copyright law is never to use a piece of unpaid media.
There are stock sites available for nearly every digital asset that you might need for an ad. Try searching for sites that sell stock photos, vector graphics, music, sound bites, and even video clips. Some sites allow the purchase of files directly from artists, while others offer monthly subscription plans.
If there is no room in the budget for assets, works in the public domain may be viable options.
Maintaining a digital conversation often requires displaying or referencing the material of another online content creator. Although the line of fair use is obvious for advertisements, where every asset must be paid for, things become less apparent when blog posts and social media are involved.
The best way to avoid copyright problems is to cite the original creator for every single media file that is used. Use accurate names, link to websites, and share posts from the original social media account.
Even the best citations do not prevent copyright claims. Always respect the wishes of the artists who own the work that is being used.
Work With Professionals
Although every individual marketer does their best to work within copyright law, the truth is that the legal obligation to avoid infringement lies on the company’s shoulders, which purchases and uses the content. Every marketing department should be prepared to perform a quality check on all materials that receive their stamp of approval.
An excellent way to avoid legal issues is to only work with professional marketing experts. High price tags often represent a promise of quality and legality in the provided work.
In general, copyright infringements can be avoided by respecting the original creator’s right to profit from their work. Pay for assets, cite sources, and act in good faith as a member of the digital community.