Free stock photo websites have transformed how creators, marketers, and small business owners source imagery. Instead of paying hundreds of dollars per image, you can download high‑quality photos at no cost. However, “free” does not mean “without rules.” Each platform operates under a specific license that defines what you can and cannot do with the images. Misunderstanding these terms can lead to legal trouble or lost revenue. This article explains the most common free stock photo licenses — CC0, Pexels, Pixabay, and Unsplash — and gives practical guidance for staying compliant.
Before diving into individual licenses, it helps to understand the concept of “public domain” and “Creative Commons.” Public domain works are free of all copyright restrictions. Creative Commons (CC) licenses are a set of standardized permissions that creators can apply to their work. Among them, CC0 is the most permissive, often called “no rights reserved.” Other CC licenses (like CC BY or CC BY‑SA) require attribution or share‑alike conditions. Most free stock photo sites use a custom license that combines elements of CC0 with additional restrictions, such as limitations on depicting people or trademarks.
What Is CC0 (Public Domain Dedication)?
CC0, or “Creative Commons Zero,” is a public domain dedication. When a creator applies CC0 to their work, they waive all copyright and related rights to the fullest extent allowed by law. In practice, this means:
- No attribution required — You can use the image without crediting the photographer.
- Commercial use allowed — You can sell products, prints, or digital items that include the image.
- Modification allowed — You can crop, recolor, composite, or otherwise alter the image.
- No royalties — You never have to pay the creator.
CC0 is the gold standard for free stock photos because it imposes the fewest restrictions. However, CC0 does not release you from other legal obligations. For example, if the image contains a recognizable person, you still need a model release for commercial use (e.g., advertising). Similarly, trademarks or copyrighted buildings may require additional permissions. CC0 only affects copyright — it does not cover privacy, publicity, or trademark rights.
Sites like Pixabay and Pexels originally used CC0, but have since moved to their own licenses. Still, many individual photographers release images under CC0 on platforms like Flickr Commons or Wikimedia Commons. Always verify the license on the download page.
Pexels License
Pexels, one of the most popular free stock photo sites, operates under the Pexels License. This license is very similar to CC0 but includes a few explicit prohibitions:
- No reselling — You cannot sell unaltered copies of the photo, e.g., as a stock photo on another platform.
- No redistribution as your own work — You cannot claim the image as your own creation.
- No use in illegal or offensive content — You cannot use images in pornographic, defamatory, or otherwise unlawful material.
Otherwise, the Pexels License allows free use for commercial and non‑commercial purposes without attribution. You can modify the image and include it in products, websites, social media, and advertisements. The restriction on “reselling” primarily targets aggregators who would scrape Pexels and sell the same files. For a typical blogger or small business owner, the Pexels License is essentially as flexible as CC0.
Pexels also provides model releases for many of its people‑centric photos. You can check the “Model Release” badge on the image page. If a model release is not available, you should avoid using the image in a way that suggests endorsement or implies the person uses your product.
Pixabay License
Pixabay, now owned by Canva, uses the Pixabay License. Historically, Pixabay used CC0, but the current license is a custom one that mirrors CC0 with similar exceptions to Pexels:
- No reselling of unmodified images — You cannot sell the image as a standalone file.
- No use in a way that is offensive or misleading — For example, you cannot use an image to spread false information.
- No redistribution as your own — You must not claim copyright over the image.
Pixabay also requires that you respect the rights of identifiable people, trademarks, and copyrighted property. The platform states that “Images and Videos on Pixabay are released under the Pixabay License, which makes them safe to use without asking for permission or giving credit to the artist – even for commercial purposes.” In practice, this is nearly identical to Pexels. One subtle difference: Pixabay explicitly prohibits using images “in a way that is misleading or deceptive,” which could cover using a photo of a doctor to imply medical endorsement without a release.
Pixabay also offers a separate Pixabay Content License for music and video, but for photos, the standard license applies. Always check the specific license on the download page, as some contributors may opt for a different license (e.g., Creative Commons Attribution).
Unsplash License
Unsplash, now part of Getty Images, uses the Unsplash License. This license is also very permissive, but it includes a few unique clauses:
- No unmodified redistribution — You cannot copy or redistribute the photo in a way that competes with Unsplash (e.g., creating a competing stock photo site).
- No use as a trademark or logo — You cannot use the photo as part of a trademark, service mark, or design mark.
- No false representation — You cannot imply endorsement by the photographer or subjects.
Like Pexels and Pixabay, the Unsplash License allows commercial use, modification, and does not require attribution. However, the prohibition on using images as trademarks is stricter than other licenses. If you want to incorporate a photo into a logo, you should seek a custom license or use a CC0 image instead.
Unsplash also provides model releases for many photos, but not all. You can find release information under the “Details” section of an image. Because Unsplash is now owned by Getty, some images may also be available via Getty’s paid licenses — but the free Unsplash License remains valid for photos downloaded from Unsplash.
Key Differences and Practical Considerations
While all three licenses (Pexels, Pixabay, Unsplash) are extremely permissive, they differ in small but important ways. The table below highlights the main distinctions:
| Feature | CC0 | Pexels License | Pixabay License | Unsplash License |
|---|---|---|---|---|
| Attribution required | No | No | No | No |
| Commercial use | Yes | Yes | Yes | Yes |
| Modification allowed | Yes | Yes | Yes | Yes |
| Reselling unmodified | Allowed | Prohibited | Prohibited | Prohibited |
| Use as logo/trademark | Allowed | Not explicitly prohibited | Not explicitly prohibited | Prohibited |
| Model releases | Not included | Often provided | Often provided | Often provided |
For most users, the practical difference between these licenses is negligible. However, if you plan to resell digital assets (e.g., print‑on‑demand products that include the image as a design element), you should avoid using images from Pexels, Pixabay, or Unsplash unless you significantly transform them. Selling a t‑shirt with a Pexels photo printed on it is generally allowed, but selling the same digital file as a stock photo is not.
Another consideration is attribution. While none of these licenses require it, giving credit is always a nice gesture. It helps photographers gain exposure and can build goodwill with your audience. If you do attribute, use a format like “Photo by [Name] on [Platform].”
When using images with people, always check for a model release. Without one, you risk violating the subject’s right of publicity if you use the image for advertising or endorsement. For editorial use (e.g., news articles), model releases are generally not required, but commercial use demands them.
Similarly, images that contain trademarks (e.g., a Coca‑Cola logo) or copyrighted architecture (e.g., the Eiffel Tower at night) may require additional permissions. The licenses only cover the photograph itself, not the underlying intellectual property.
How to Verify a License on Each Platform
To avoid mistakes, always check the license on the download page. Here’s how to find it on each site:
- Pexels: Scroll to the bottom of the image page. The license summary appears under “License” with a link to the full terms.
- Pixabay: On the image page, look for the “License” section on the right‑hand side. It will say “Pixabay License” or occasionally “Creative Commons CC0.”
- Unsplash: Click the “Download” button; the license is shown in the pop‑up. You can also find it in the image’s “Details” tab.
- Other sites: Many sites (e.g., Burst by Shopify, Kaboompics) have their own licenses. Read them carefully before using.
If you are unsure, assume the image is not free to use. Some platforms, like Shutterstock or Adobe Stock, offer free images under specific campaigns, but those often come with time‑limited licenses. Stick to established free stock sites for the most reliable terms.
Common Myths About Free Stock Photo Licenses
There are several misconceptions that lead to legal headaches. Let’s clear them up:
- Myth: “Free means no restrictions.” Even CC0 has limitations regarding model releases and trademarks. Custom licenses add more restrictions.
- Myth: “Attribution is always optional.” For CC0 and the three licenses above, yes. But many free images on Flickr or DeviantArt use CC BY, which requires credit. Always check.
- Myth: “I can use any image from a free site for merchandise.” You can, but you cannot resell the digital file itself. Also, if the image includes a recognizable person without a release, you risk a lawsuit.
- Myth: “The license covers everything in the photo.” No. The license applies only to the photographic work. Trademarks, logos, and copyrighted designs within the photo are not licensed.
If you want a deeper dive into how stock photo licensing works in general, including AI‑generated images, read our complete guide to stock photos, AI image generation, and licensing.
Which License Should You Choose?
For maximum flexibility, CC0 is the safest bet. However, CC0 images are not always as polished as those on curated platforms like Unsplash or Pexels. If you need high‑quality, on‑trend visuals, you can safely use Pexels, Pixabay, or Unsplash as long as you follow their rules.
For commercial projects where you need model releases, Pexels and Unsplash are excellent because they clearly label which images have releases. Pixabay also provides releases but sometimes less consistently. If you plan to use images in a logo, avoid Unsplash and instead look for CC0 images or purchase a custom license.
When comparing platforms, you may find our article Unsplash vs Pexels vs Pixabay helpful for choosing the best source for your needs. And if you are just starting out, our list of best free stock photo sites covers many more options beyond these three.