In the digital age, a photo, font or music track is always just one click away – ready to be added to a website, social media post, or ad campaign. The temptation to use such content freely, without permission and without consequences, is extremely high. But for businesses, this approach is risky.

Ukrainian copyright law clearly protects a wide range of creative works – from photographs and fonts to music and databases. Using any of these without the rights holder’s permission may lead to legal liability.

For businesses, this means two key things:

1. Finding a file online (e.g., through Google Search) does NOT give you the right to use it commercially.
2. Clean, lawful use of content must be part of the brand’s strategy and reputation, because infringement can lead not only to financial compensation but also to reputational damage and litigation costs.

However, there are exceptions. Materials can be used for free only if they fall under Creative Commons licenses or belong to the Public Domain.
Creative Commons provides access to large collections of photos, 3D models, animations, etc., available under specific licenses.
Public Domain covers works no longer protected by copyright, for example, very old works or works whose copyright term has expired. For instance, the Ukrainian singer Krutь legally used Lesya Ukrainka’s poem “Contra spem spero!” in her song “Lesia”, as the poem is now in the public domain.

For every entrepreneur, understanding these rules is essential to reduce legal risks and still create a competitive product.

Photos from Google: Why It’s Dangerous

Businesses often use photos found via Google or any other search engine when creating websites or advertisements. But the images we see online belong to someone. Every photo is protected by copyright from the moment it is created.

Using such images without permission can lead to serious consequences.

A real example:
In Ukrainian court case No. 761/5730/18, the author of a photo depicting a man sued a company (“Turkofi” LLC) and an individual entrepreneur for using his image in advertising materials without permission (on banners, coupons, and social media).

The court found the author’s rights were violated: the image was published and even modified (background changed, graphics added, cropped) without any license or agreement.
The court awarded 362,460 UAH in compensation from the two defendants. The case is still ongoing.

To avoid such risks, businesses should use:

  • Paid stock platforms (Shutterstock, Depositphotos) for commercial use.
  • Free stock libraries (Unsplash, Pexels) with openly licensed images.
  • Or, the safest option, create original photos/illustrations or hire a designer or photographer and sign a proper agreement.

Interesting fact: Some images are not protected by copyright at all, for example, state symbols, currency designs, and news reports. News content can be shared without permission, provided the source and author are credited.

Fonts: Why “Free” Is Not Always Free

A font is more than design – it’s part of a brand’s identity. But many fonts available online are not free for commercial use.
Using a font without checking the license may lead to compensation claims or even lawsuits. In some cases, a business may be forced to redesign its website, branding, or advertising entirely.

For example, in 2023, a French type foundry sued Nike for allegedly using one of its fonts without the proper license, showing that even global brands face copyright risks.

To avoid these problems:

  • Always check the license before using a font in logos or commercial materials.
  • For commercial use, purchase a license or choose open-licensed fonts, such as those available on Google Fonts.

A good Ukrainian example is the state-designed e-Ukraine font, developed for digital government services and distributed under a Creative Commons Attribution 4.0 license – fully legal and free to use.

Music: Royalty-Free or Copyright Infringement?

A great example of proper licensing is Anton Ptushkin’s documentary “Antarctica”, which includes an extensive list of licensed music tracks in the credits. It is a reminder that correct attribution and permissions matter.

A music track is protected from the moment it is created. Even if a file is available online for free download, this does not mean it can be used freely, especially in commercial content.

Using music without a license can lead to:

  • video blocking,
  • monetisation being transferred to the rights holder,
  • lawsuits and financial claims.

To stay safe:

  • For TikTok, Instagram, and similar platforms, use their built-in libraries – those tracks are already licensed.
  • For other projects, always check the license or purchase it.
  • For royalty-free music, use trusted platforms like Pixabay Music, FMA, or Audionautix.
Final Thoughts

In a world where content is created instantly and shared globally, the temptation to use something “free from the Internet” is very strong. But lawful use of content is an investment, not a cost.

Whether it’s fonts that shape your brand identity, photos that help sell your product, or music that sets the mood of your video, copyright compliance is the only safe path.

Always check the license, buy content legally, use open-licensed resources, or create original work. The reputation and long-term success of your business depend on it.

By Daria Bezpalko