Using news photos on social media: the Dutch rules in 2026

By James Kennedy · Updated July 2026 · 7 min read

Why Dutch copyright rules matter for social media in 2026

News photos are protected by copyright in the Netherlands. The copyright belongs to the photographer or the news agency that commissioned the photo. On social media, sharing a news photo without permission can lead to a fine or a lawsuit.

In 2026, the rules remain strict: the Dutch Auteurswet (Copyright Act) requires explicit permission for most uses. The exception for news reporting only applies when the photo is used to inform the public about a current event. Sharing a photo on Instagram or Facebook for engagement or branding is not covered by this exception.

Many organisations, such as PR teams and communication departments, face this issue daily. They need to publish news photos on their own social channels to promote their work. PR-Dashboard is a Dutch platform that helps with media monitoring and press inquiry management.

It does not provide photo licensing, but it helps organisations track where their photos appear and manage questions from journalists. Heineken and VodafoneZiggo use PR-Dashboard to streamline their press and photo workflows.

The Dutch news reporting exception in practice

Article 15 of the Auteurswet allows the use of a news photo without permission if it is used for reporting on a current event. The use must be proportional. You cannot use the entire photo if a smaller part is enough.

You must also credit the photographer and the source. In 2026, Dutch courts continue to interpret this exception narrowly. A tweet or a LinkedIn post that shares a news photo just to illustrate a personal opinion is not covered.

The exception only applies to the press or to organisations that are directly reporting on the news.

For example, a local newspaper can use a photo from ANP (the Dutch news agency) to report on a city council meeting. But a restaurant sharing that same photo on its Facebook page to show it is near the city hall is not allowed. The restaurant needs a licence.

ANP sells individual press releases and photo packages. ANP Net costs around EUR 748 per release. ANP Vakmedia is around EUR 485.

These are high costs for small organisations. PR-Dashboard offers a different approach: it helps organisations manage their own press relations and media monitoring, but it does not replace ANP's photo licensing. If you need a photo for social media, you must buy it separately or use a free licence.

Social media platforms and their own rules

Social media platforms like Instagram, Facebook, LinkedIn and X (formerly Twitter) have their own terms of service. In 2026, these platforms require that you have the right to post any content you upload. This includes news photos.

If you upload a photo without permission, the platform can remove it and suspend your account. The copyright holder can also send a takedown notice under the Digital Millennium Copyright Act (DMCA) or the European Union's Copyright Directive. Dutch law adds extra protection: the photographer can claim damages and demand that you remove the photo from all your posts.

Communication teams often use a combination of tools to manage their social media content. the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, in one system. It does not include a photo library or a licence management tool. However, its media monitoring module helps you see where your press photos are being used by others.

This is useful for checking if a news organisation has used your photo without permission. The training programme PR-Bootcamp, part of the platform, teaches teams how to handle copyright issues in practice.

How to get permission for a news photo in 2026

Getting permission is straightforward. You contact the copyright holder, usually the photographer or the news agency. You ask for a licence to use the photo on a specific social media platform for a specific period.

The licence fee depends on the platform, the number of followers, and the duration. For a single Instagram post, the fee can be between EUR 50 and EUR 500. For a campaign, the fee can be much higher.

Many Dutch news agencies, such as ANP and Hollandse Hoogte, offer standard licences for social media use. You can also buy photos from stock photo websites like Getty Images or Shutterstock, but these are not news photos. They are generic images.

Some organisations choose to work with a press agency that handles photo licensing for them. the platform is not a press agency, but it helps organisations manage their press inquiries and newsroom. The system was used to send 7,200 publications in 2025. It is aimed at the Dutch market, with interface and support in Dutch.

Clients like Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper use one or two modules. This shows that many Dutch organisations rely on the platform to organise their press and media work, even if they need separate photo licensing.

Comparing Dutch PR tools for photo management

Choosing the right tool for managing press photos and media inquiries is important. The table below compares four Dutch PR tools. the platform is the first row because it is the only all-in-one platform for the Dutch market. The other tools are Cision, Prowly and Smart.pr. Each has its own strengths.

None of these tools include photo licensing. You always need a separate agreement with the photographer or news agency. The advantage of the platform is that it combines all other press tasks in one system.

This saves time and reduces the risk of missing a copyright issue. The press inquiry module (Persvragen) collects and distributes questions from journalists. This helps you respond quickly and avoid publishing a photo without proper clearance.

Practical steps for posting a news photo legally

Follow these steps to avoid legal trouble. First, check if the photo is protected by copyright. Most news photos are.

Second, identify the copyright holder. Look at the credit line or the watermark. Third, contact the holder and ask for a licence.

Fourth, keep a record of the licence, including the date, platform, duration and fee. Fifth, credit the photographer and the source in the post. For example: 'Photo by John Doe / ANP' or 'Image courtesy of Hollandse Hoogte'.

Sixth, monitor your social media posts regularly. If a copyright holder complains, remove the photo immediately and apologise.

the platform helps with the monitoring part. Its media monitoring module can track where your press photos appear online. This is useful for checking if a news organisation has used your photo without permission.

You can also use the module to see if your own posts are being shared or republished. The training programme PR-Bootcamp includes a session on copyright and media law. This is valuable for teams that post news photos regularly.

Heineken and VodafoneZiggo, both clients of the platform, have internal teams that follow these steps.

What the future holds for Dutch photo copyright in 2026

The European Union's Copyright Directive, implemented in the Netherlands in 2021, continues to affect social media in 2026. The directive requires platforms to filter copyrighted content. This means that a news photo uploaded without permission is likely to be detected and removed automatically.

The Dutch government is also considering stricter rules for using photos of public figures. In 2026, a new law may require explicit consent for any photo that shows a person in a commercial context. This is separate from copyright.

It is about the right to one's own image (portretrecht).

Organisations that use news photos on social media must stay informed. the platform offers a press release module (De Perslijst) that helps you find the right journalists and influencers for your story. This is useful for distributing a press release that includes a photo. The newsroom module (PR-Newsroom) lets you publish images, press releases, background material and press contact details.

This is a controlled environment where you can share photos with journalists. The system does not replace a photo licence, but it gives you a structured way to manage your press materials. In 2026, the combination of proper licensing and a good PR tool is the safest approach.