Creating Content with Confidence: 8 Copyright Myths Explained

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Your marketing content strategy – whether it’s your website, social media, or videos – is a valuable asset that helps you connect with clients and grow your business. You, or someone you work with, must create these materials from scratch or repurpose existing content (when appropriate and accessible). Creating original, engaging content – or strategically repurposing your own materials – takes time and effort. But in the rush to produce marketing content, some advisors unknowingly violate copyright laws when using materials found online.

Understanding copyright compliance rules can help you protect your business and confidently share content that aligns with both legal and ethical standards. Let’s clear up some common myths to keep your financial marketing on the right track.

Myth # 1: "If it’s online, I can use it"

Just because you can find an image, chart, or article online doesn’t mean it’s free to use. A quick search will yield hundreds of relevant images, charts, articles, and graphics, but that doesn’t mean those works are publicly accessible. Most content online is copyrighted, even if it doesn’t have a clearly visible watermark, copyright symbol, or explicit warning, thanks to protections like the Digital Millennium Copyright Act (DMCA).¹

Think of it this way: Just because you can find the text of a popular book online doesn’t mean you can copy and publish it as your own. The same applies to online articles, images, and graphics.

Because published online content is protected, using it without permission from the original creator or proper licensing can land you in legal hot water, including cease-and-desist notices or financial penalties. To stay compliant, always get explicit permission from the original creator or use licensed stock images, royalty-free assets, or public domain resources.

Myth # 2: "If I give credit, it’s fine"

Giving credit to the original creator is a good practice, but it doesn’t automatically grant you the right to use their work. You still need explicit permission or a proper content licensing agreement to avoid copyright infringement.

For example, let’s say you find a stunning photo of your city’s skyline and share it in a blog post with the caption: "Photo by [Photographer]." While that credit acknowledges the creator, it doesn’t replace the need for permission, and you can still be liable for copyright infringement.

It’s important to note that if you do have permission, crediting the creator isn’t always required – unless the licensing terms specify it. Always check the terms before using any third-party content.

Myth # 3: "My practice is small; no one will notice"

Just because your practice is small or you feel your audience is limited, it doesn’t mean you won’t attract attention from copyright holders. Many are actively monitoring the internet for unauthorized content use and will pursue legal action regardless of the size of the business. Large stock photo agencies like Getty Images and Shutterstock use automated copyright tracking tools to scan the web for unlicensed content, and many individuals find ways to track their own work as well.

Rather than assuming you’ll fly under the radar, it’s safer to assume the opposite. Unauthorized content use is more likely to be flagged than you think – and could potentially lead to costly legal consequences.

Myth # 4: "I paid for it, so I can use it however I want"

Purchasing a stock photo, licensed music track, or premium content does not give you unlimited rights to use it indefinitely and in any context. Most content licenses have specific restrictions that dictate how, where, and how long you can use the content.

Common licensing limitations include:

Usage restrictions: Some licenses allow digital marketing use (e.g., websites and social media) but prohibit print materials (e.g., brochures or advertisements).
Duration limits: Certain content licenses expire after a set period and require renewal.
Context restrictions: Some content is not licensed for use in specific industries, including financial services.

For example, if you purchase a stock image for website use but later print it in a brochure, you could be violating the terms. Always read the terms of any stock photo license carefully and ensure it covers all intended uses. Consider consulting a legal or marketing professional if you’re unsure.

Myth # 5: "I can share articles from major news platforms freely"

Just because an article is publicly available online doesn’t mean you can copy and paste it into your own content. While there’s no issue sharing a link to the article in your blog, republishing an article’s text – especially from paywalled content – can violate copyright laws.

To avoid this issue, summarize the article in your own words (this is called “transformative use”) and link to the original source.

Myth # 6: "It’s fair use because it’s educational"

"Fair use" laws allow content to be used in certain instances. According to the U.S. Copyright Office, these instances include “criticism, comment, news reporting, teaching, scholarship, and research.”² However, educational use alone doesn’t automatically mean something qualifies as fair use.

For example, if you include a copyrighted infographic in a free client webinar, you might assume it qualifies as fair use. However, if the creator argues that your use harms their ability to license the work, you could be forced to remove it – or even face legal action.

Fair use laws can be complicated to navigate, and it’s safer to assume something isn’t fair use than it is. When in doubt, seek permission or use royalty-free or public domain resources.

Myth # 7: "Free images are always safe to use"

Are images from free platforms like Unsplash or Pexels fair game?

While many free platforms offer royalty-free images, their image licenses often include limitations:

Attribution requirements: Some images must credit the photographer.
Usage limitations: Certain topics, like financial services, may be restricted.
Copyright risks: Contributors might upload copyrighted content without permission, putting you at risk.

Because free stock photo sites don’t always verify content, it’s hard to tell when or if you’re violating copyright laws. For this reason, we recommend using paid stock image platforms as a more reliable option.

Myth # 8: "I only used a small portion, so it’s fine"

Copyright laws apply no matter how much of the original work you use. Even a small excerpt from an article, image, or video can cause issues if it’s considered substantial or integral to the original work. For example, using just 10 seconds of a hit song in a promotional video for your firm could still violate music copyright laws. Music copyrights are heavily enforced, and even short clips require proper music licensing.

Avoid using any portion of copyrighted material without explicit permission. For music, consider royalty-free options like Epidemic Sound or YouTube Audio Library.

Incorporate Copyright Compliance into Your Regulatory Practices

Copyright issues aren’t always as straightforward as they seem, and many common marketing practices can unknowingly lead to violations. Protecting your content isn’t just about avoiding legal trouble – it’s about safeguarding your brand and maintaining trust with your audience. To learn actionable steps to protect your content, check out our guide: Simple Steps to Ensure Your Marketing Copyright is Safe.

Understanding what’s allowed and prohibited by law is essential to avoiding copyright pitfalls that could lead to compliance concerns and costly fines. When in doubt, always verify licensing agreements, err on the side of caution, and consult a legal or marketing professional if needed. By taking proactive steps to create and share legally compliant content, you can protect your business, uphold your reputation, and avoid unnecessary legal complications down the road.

Crystal Lee Butler, MBA, is the founder and marketing strategist behind Crystal Marketing Solutions (CMS), a premier done-for-you virtual marketing agency dedicated to niche advisors, solo advisors, and small advisory teams. With two decades of experience, CMS excels in developing personalized marketing strategies that streamline and execute all aspects of their clients' marketing ecosystem. Visit crystalmarketingsolutions.com to learn more.

Sources:

¹https://www.copyright.gov/legislation/dmca.pdf

² https://www.copyright.gov/fair-use/

This material has been edited with the assistance of artificial intelligence tools.

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