Stock photos are a common addition when agencies rebrand white-label products, funnels and ad creative for clients. Most commercial stock licenses allow that kind of use, but one category does not: images labeled “Editorial Use Only.” Mixing one into a sales page or ad is an easy mistake to make and an awkward one to fix after launch. Here is what two major stock providers say about editorial content and releases as of October 2026.
Editorial vs. Commercial Images
Shutterstock explains that content showing a recognizable person needs a model release before it can be used commercially, and content showing trademarked buildings or private interiors needs a property release. When a required release is missing, the image is marked “Editorial Use Only.” Busy street scenes and images showing brand logos are typical examples.
According to Shutterstock’s help center, editorial content is meant for descriptive or newsworthy purposes, such as news articles, documentaries and nonfiction books. Its listed prohibited uses include advertising and social media campaigns, promotional articles and advertorials, merchandise and product packaging. Shutterstock states there are no exceptions for religious, educational or nonprofit organizations.
Adobe Stock’s licensing help takes a similar line: editorial assets may not be used for commercial purposes such as advertisements or promotions, may be edited only for minor technical adjustments, and do not have model releases.
Why This Matters in Client Work
Nearly everything an agency builds for a client is promotional: sales pages, lead magnets, launch emails and ads. That makes editorial images a poor fit for almost every white-label deliverable, even when the image only appears as a background. Rebranding often involves cropping or recoloring as well, which editorial licenses restrict.
Adobe also addresses agencies directly. Its help page says you can license an asset on behalf of a client, but if you want to use the same asset for different clients, it must be licensed separately for each client use. That matters when one white-label product is rebranded for several clients.
A Pre-Launch Image Check
- Open the license page for every stock image in the deliverable and confirm it is not marked editorial.
- Look for recognizable people, logos and landmarks. For commercial images, confirm the provider lists a model or property release.
- Confirm each image is licensed for this client, not reused from another client’s project.
- Keep a simple image log with the asset ID, provider, license type and date of purchase, and include it in the handoff.
- Replace anything uncertain before launch. Swapping an image in a draft costs far less than pulling a live ad.
This article is general information, not legal advice. For a specific question about an image or a campaign, check the provider’s license terms and consult a qualified attorney.
More White-Label Guides
- Stock Photos and Canva Elements in Client Deliverables: License Points to Check
- Client-Supplied Logos, Photos and Text: Getting Permission in Writing
- Creative Commons Assets in Client Deliverables: License Types and Attribution