Model Releases for Photographers: When and How

A model release is a signed document in which a person gives you permission to use their likeness, in the ways the document describes. You usually need one when you want to use images of an identifiable person for something beyond the original job, particularly commercial or promotional use. The rules vary by country and state, so treat this post as an overview and have a local adviser check your forms.

What a release does

A release is consent in writing. It records that:

• The person agrees to be photographed.
• They agree to the stated uses of the images.
• They know what, if anything, they are paid.
• You have permission to edit and publish within those limits.

Without it, the question "were you allowed to use that?" depends on memory and goodwill. A signed form turns it into a yes or no.

A release is different from copyright. Copyright covers who owns the photograph; the release covers the person shown in it. Our post on copyright basics covers the first half. A release is also not the same as a client contract, though some contracts include a likeness clause.

When you need one

A simple way to sort the cases:

When unsure, ask for a release. It takes a minute and costs nothing.

What it should say

Keep the wording plain. A good release covers:

1. Who: the name of the person and of the photographer or studio.
2. What: the images or the session it covers.
3. How they can be used: portfolio, website, social media, advertising, print, other. Say whether it includes editing or alteration.
4. Where and for how long: one place, worldwide, a time limit or no limit.
5. Payment: whether the person is paid, and how much, or "no payment".
6. Credit: whether they will be named.
7. Signature and date: with a space for a witness if you use one.

Example clause to adapt:

I give [Studio] permission to use photographs taken of me on [date] in its portfolio, website, social media and promotional material. I understand I will receive no payment other than [agreed item]. This permission has no time limit unless I withdraw it in writing for future use.

Include a line explaining how to withdraw consent for future use. Be careful about promising removal from material already printed.

Minors

For anyone under the legal age of adulthood, a parent or guardian generally signs on their behalf. Practical points:

• State the child's name and the guardian's relationship.
• Be specific about uses. Parents are often more cautious, and that is fine.
• Offer an opt-out for public posting.
• Never publish a child's full name or location without clear agreement.
• Check whether special rules apply to commercial use of images of children where you work.

If you shoot schools, clubs or events with children, ask the organiser how consent is collected and who holds the forms.

Storing signed releases

A release you cannot find is worth little. Make it routine:

• Name the file with the client, date and project.
• Store it with the job's other documents, not in a loose folder.
• Back it up with the rest of your records. See photography insurance for another document worth storing.
• Note in the project which uses are allowed so a teammate does not have to open the form.
• Review it when you want to use an old image in a new way.

A release is also part of good manners in your client communication: mention it in the booking confirmation so it is not a surprise on the day.

How ClickBook helps

ClickBook keeps signed documents with the client and the project, so you can find the release when you need it. Clients sign on their phone from one private link. Read more on the demo page.

Example: a styled shoot with four people

These details are examples. You organise a styled shoot with a model, a makeup artist, a florist and a venue. You plan to use the images in your portfolio, and the florist and venue want to use them too.

• The model signs a release covering your portfolio, website and social media, and says whether the other vendors may use the images.
• The makeup artist and florist are not pictured closely, but you agree in writing how each may share the images and how they should credit you.
• The venue signs a property release if the building is recognisable and you plan commercial use.
• You note in the project which uses each person has agreed to.

Clear paperwork before the shoot is easier than asking four people afterwards.

Common mistakes

• Using a release with a time limit and forgetting the date it ends.
• Letting a friend sign for another adult.
• Using an image for advertising when the release only covers portfolio use.
• Storing the form in an email thread that is later deleted.
• Not telling the person what happens if they later change their mind.

For consent about data, as opposed to likeness, see GDPR and client data. For where this fits among your other documents, the contract clauses post is a good map.

Frequently asked questions

Do I need a model release for every client?

Not always. A client contract that covers portfolio and marketing use may do the job for ordinary client work. For commercial or stock use of a recognisable person, a separate release is common. Rules differ, so ask a local adviser.

What is the difference between a model release and a property release?

A model release covers the use of a person's likeness. A property release covers the use of a recognisable private property or work of art in your images.

Can a minor sign a release?

In most places, a parent or legal guardian signs for a minor. Check the age rules where you work.

How long should I keep signed releases?

As long as the images are in use, and often longer. Keep a copy linked to the client or project so you can find it fast.