What to consider when sourcing images

Original photojournalism enriches local reporting, but it’s not always practical or possible to commission new visuals for a story. Newsrooms sourcing visuals via stock photography, handout photos or AI-generated images should develop clear ethical standards to guide how and when these resources are used.

The primary ethical concern for newsrooms using stock or AI-generated images is that they can misrepresent the reality of a situation by presenting a generic image that may not accurately reflect the specific story being reported. When the image is used to illustrate a local event or community issue, it can mislead the audience.

Newsrooms have an ethical responsibility to strive for accurate and authentic visuals. Staged, manipulated or misleading images undermine this principle.

“Photography brings you to a real place in the world in a real moment with real people. It connects the reader to the truth,” Emily Petersen, the photography managing editor at Science, said. 

That truth needs to be protected, she said. “Trust is your currency…If you don’t have it, then your readers won’t return.”

This article offers guidance on transparent use of stock, handout and AI images. And in our upcoming toolkit, we will provide recommendations on where to source such images. 

Transparent by-lines

To start, no matter the source, newsrooms should clearly communicate where an image originated by placing a by-line below the image. This helps establish authenticity and promote transparency. 

Here are some examples of photo by-lines by origin:

• Images taken by a staff reporter or photographer: Jeremy Turley/Flatwater Free Press
• Image taken by a freelance photographer: Joseph Saaid for Flatwater Free Press
• News Wire images: Erin Hooley/Associated Press
• Handout images: Courtesy photo via [source]
• Stock Photography sites: Unsplash stock photo
• Creative Commons license: Soumil Kumar, CC0, via Wikimedia Commons
• AI-Generated images: AI-generated image via Leonardo.Ai

If the image is stock or AI-generated, we recommend including a description of how the image was created and why the newsroom decided to use it. This is not standard practice, but we recommend it because offering additional disclosures promotes transparency and trust. Reference our Decision-Making Framework below when considering such use.

Stock photography

Stock photographs are images available for commercial and editorial uses. Newsrooms might use them on websites and social media, in print and newsletters and through other audience engagement efforts. The fee for an image will vary depending on how the image is used, including limitations like ‘online only’ or ‘editorial only.’

Even if an image is free, its use is still typically governed by a license (the rights granted for publication). The most common — and secure — free stock photography licenses are Creative Commons, which have a variety of stipulations about attribution and use.

If a newsroom publishes an image for which they don’t have a proper license, they may be sued or be required to pay an elevated licensing fee. Ensuring that visual decision-makers understand licensing and copyright will help newsrooms avoid these unexpected costs. To better understand copyright law, this course is a great place to start. 

Sourcing photojournalism

While some stock photography sites do have photojournalism in their libraries, they do not follow the same ethical standards as news wire photo agencies like the Associated Press, Reuters and Getty Image News. Their libraries of politicians, celebrities and other public figures can aid local newsrooms’ visual needs for city, state or national stories.

These services require subscriptions and can be cost-prohibitive, but they are the most reliable options for licensing authentic and accurate photojournalism. 

For newsrooms with small budgets, we recommend building bespoke photo libraries of individuals who frequently appear in reporting. For example, if your newsroom doesn’t have a staff photographer, hire a freelancer to attend a city council meeting or state legislature session to photograph multiple public figures in one setting. 

Reference our article on building search-optimized image libraries to learn how to organize and easily find images when needed.

Handout images

If newsrooms use an image provided by a source, it’s important to obtain permission to use that image, preferably in writing from the person who took the picture. Newsrooms should take extra steps to obtain written permission if the image was taken by a professional photographer who may require a licensing fee. 

Handout images may be free, but they don’t live up to photojournalistic standards if they were:

• digitally altered with an app like FaceTune
• AI-generated
• staged (other than portraits or selfies)

Newsrooms using handout images should do their best to vet them by asking the source questions about their origin, like where the images were taken, who is in the photos, if people knew they were being photographed and whether the images have been enhanced or edited in any capacity.

Artificial intelligence-generated images

As AI image generation becomes more accessible and sophisticated, newsrooms must consider the potential cost of using free or low-cost photorealistic images. An AI-generated image in an article might disintegrate trust. Audiences may begin to view genuine images in other articles as fakes.

“AI-generated images can help newsrooms save money, but they come with risks,” John Smock, the Director of Photojournalism at CUNY Graduate School of Journalism, said. “You don’t as news organizations want to contribute to the undermining of credibility.”

Smock advises newsrooms to be up front about how images are created and when AI is used. “Use AI for marketing, for illustrations, but be careful,” he said. “Audiences react poorly when AI is used for news stories.” 

Use a decision-making framework

For newsrooms concerned about unintentionally publishing an AI-generated image, be aware: there is no clear-cut method or application to verify that an image hasn’t been manipulated. However, Smock’s Identifying AI Fakes guide can help you get started. 

We recommend newsrooms adopt a decision-making framework to guide if and when they use either stock photos or images that may have been artificially generated. 

Step 1: Verification of image origin

Action: Confirm whether the image is AI-generated.

• Questions to consider:
  • Is the image clearly identified as AI-generated?
  • Have you checked the metadata or creator’s claims regarding the image’s origin?
  • Does this image come from a reputable source?
  • Are there other images to be reviewed from the same event against which you can compare this one? 

Decision criteria: If there is uncertainty about its origin, do not publish until you can verify its authenticity.

Step 2: Context and purpose

Action: Evaluate the context in which the image will be used.

• Questions to consider:
  • Is the image being used for illustrative purposes, satire or artistic expression, or is it being presented as factual/real?
  • Does the image add value to the story, or does it risk misleading the audience?
  • Is the image meant to entertain or inform?

Decision criteria: If the image could be misinterpreted or if its necessity is unclear, consider alternative, more transparent visual content or no image.

Step 3: Ethical considerations

Action: Assess the ethical implications of publishing the image.

• Questions to consider:
  • Could the image perpetuate harm, stereotypes or misinformation?
  • Are there vulnerable individuals or groups that might be negatively impacted by this image?
  • Does the use of the image align with journalistic integrity and honesty?

Decision criteria: If publishing the image could cause harm, perpetuate misinformation or compromise journalistic ethics, do not publish.

Step 4: Legal and copyright implications

Action: Verify legal aspects concerning the image.

• Questions to consider:
  • Do you have the right to publish the images (e.g. Do you have a license to the image? Does the person who gave you permission own the copyright to the image? If not, can the photographer grant you the right to use the image?)
  • Are there any legal concerns regarding the use of AI-generated content, especially around likenesses or trademarks?
  • Is there proper attribution or a clear indication of the image’s creation source (e.g., AI tool used)?

Decision criteria: If there are any legal concerns, consult legal counsel before publishing or seek permission from the image creator if possible.

Step 5: Transparency and disclosure

Action: Ensure transparency in how the image is presented.

• Questions to consider:
  • Can the byline clearly communicate that the image is AI-generated or generic stock?
  • Should the caption also clearly communicate that the image is AI-generated or generic stock?

Decision criteria: If transparency can be ensured (e.g., clear labeling), publishing is more acceptable; if it risks deceiving the audience, consider a different approach.

Final decision: Publish or not?

1. Publish
   If the image is AI-generated, but its use is clear, ethical, legally sound, and aligned with editorial standards, and if transparency measures are in place.
2. Do not publish
   If there is any uncertainty about the image’s origin, it could cause harm or confusion, it violates ethical or legal standards, or if transparency cannot be assured.
3. Alternative actions
   If unsure, consider replacing the image with another, clarifying its use, or postponing the publication until further review.

---

Cite this article

Kanaar, Michelle; and Schukar, Alyssa (2025, Jan. 15). Risks and opportunities of stock, handout and AI-generated images. Reynolds Journalism Institute. Retrieved from: https://rjionline.org/news/risks-and-opportunities-of-stock-handout-and-ai-generated-images/