Social-Media Strategy & Best Practices

Copyright in Social Media: The Essential Do’s and Don’ts for 2025

30/08/2025

Copyright in Social Media: Do’s and Don’ts Every Creator Must Know

In 2025, the line between creativity and copyright infringement has never been thinner. With platforms cracking down, brands suing over misused content, and AI blurring ownership rules, understanding copyright is no longer optional—it’s a career necessity.

Whether you’re a freelancer, brand, or agency, copyright issues are everywhere: trending TikTok sounds, viral memes, stock photos, AI art, and even screenshots. In fact, according to the UK’s Intellectual Property Office, copyright-related takedown requests rose by 38% in 2024 (UK IPO). If you’re serious about building a professional presence, protecting your reputation, and landing more jobs, you need to know the rules.

Disclaimer: This article is for educational purposes only. It is not legal advice. For individual guidance, consult a qualified IP solicitor or media lawyer.

The Do’s of Using Content Legally

✅ Use royalty-free libraries: Platforms like Unsplash, Pexels, and Epidemic Sound give you assets cleared for social media use.
✅ Credit original creators: Even when attribution isn’t legally required, tagging or mentioning a creator builds goodwill—and avoids PR backlash.
✅ Create original content: The safest strategy. A behind-the-scenes photo, a branded infographic, or your own video ensures you own the rights outright.
✅ Check platform rules: Instagram, TikTok, YouTube, and LinkedIn all have copyright detection systems (Meta Transparency). Review their updated terms at least twice a year.
✅ License music for ads: Using a trending TikTok sound for an organic post might fly, but running it in a paid campaign requires a business license (TikTok Commercial Music Library).

The Don’ts of Copyright in Social Media

Many creators think “everyone else does it, so it’s fine.” That’s exactly how accounts get suspended. Watch out for these traps:

❌ Don’t repost without permission: Reposting a photographer’s work or influencer’s video without consent can trigger DMCA takedowns (UK Gov).
❌ Don’t assume “fair use” covers you: In the UK, “fair dealing” exceptions are narrow—criticism, review, parody (UK IPO).
❌ Don’t use trending music in ads: TikTok and Instagram restrict commercial use unless licensed (TikTok Business).
❌ Don’t edit logos or trademarks: Altering registered marks can lead to infringement claims (UK Gov).
❌ Don’t screenshot and share freely: Even memes and tweets are intellectual property, unless credited or licensed (UK Gov).

What About “Fair Use” or “Fair Dealing”?

One of the most common misconceptions is that posting content for “educational” or “non-profit” purposes automatically qualifies. In reality, these laws are narrow and often misunderstood.

?? Fair Use (United States): US law allows limited use of copyrighted works without permission for criticism, commentary, news reporting, teaching, or parody (US Copyright Office).

?? Fair Dealing (United Kingdom): UK law is stricter, applying to specific contexts such as reporting, criticism/review, parody, or quotation—if properly credited (UK IPO).

Examples

✅ Allowed: A YouTuber reviewing a Nike advert using short clips for commentary (criticism, transformative use).
✅ Allowed: Since 2014, parody is a fair dealing exception (UK Gov).
❌ Not Allowed: Reposting a full music video with “educational purposes” caption (not transformative).
❌ Not Allowed: Using a pop song in an advert (commercial exploitation).

Case Example: In the US, Campbell v. Acuff-Rose Music (1994) ruled 2 Live Crew’s parody of “Oh, Pretty Woman” was fair use (US Supreme Court). In the UK, Ashdown v. Telegraph Group (2001) showed that publishing too much of a copyrighted diary was not “fair dealing” (BAILII).

Example: In 2019, Miley Cyrus was sued for posting a paparazzi photo of herself on Instagram (Farrer & Co).

Case Studies: When Copyright Goes Wrong

? Fan Accounts Shut Down: Instagram deleted fan accounts after agencies like BackGrid filed DMCA claims (InStyle).
? Music Misuse: TikTok regularly mutes ads using trending sounds without a commercial license (TikTok Business).
? Stock Image Confusion: Agencies have faced legal threats for using editorial-only “royalty free” images in ads (Getty Images).

Pro Tips for Staying Compliant

? Keep a content log: Track assets and licenses.
? Secure UGC rights: Always ask for written permission or use contracts when reposting UGC (UK Gov).
? Double-check AI assets: Many AI tools use scraped data (ICO).

Why Copyright Matters for Your Career

Recruiters aren’t just hiring for creativity—they want reliability. A portfolio full of copyrighted content sends red flags. Showing original, compliant campaigns demonstrates professionalism (Social Media Board).

Protect Your Work. Protect Your Career.

Respecting copyright isn’t about limiting creativity—it’s about ensuring your work is sustainable, respected, and career-proof.

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