Model Release

A model release is a consent and rights document used when an identifiable person appears in photographs or video that an organization wants to publish, especially for advertising or other commercial purposes. A practical release identifies the person, the organization obtaining permission, the types of material, permitted uses, duration and any compensation or limitations.

A release is not the same as a copyright assignment. The photographer or another rights holder may own the image while the depicted person has separate privacy, publicity or contractual rights. Whether permission is legally required depends on the jurisdiction, the situation and how the image is used. Editorial news use and advertising use can raise different issues.

A small business should use a release suited to the intended campaign and retain records of consent rather than assuming that a verbal okay covers every future advertisement. For minors, additional consent and legal considerations may apply. This explanation is general information, not a substitute for jurisdiction-specific advice.