Who owns a press photo? Dutch copyright basics for 2026

By James Kennedy · Updated July 2026 · 7 min read

Who owns a press photo under Dutch law in 2026

Dutch copyright law is clear: the creator of a photographic work is the copyright holder. That means the photographer who presses the shutter button owns the image by default. This applies to press photographers, freelance news photographers, and any person who makes a photo that counts as a 'work' with a personal, original character.

In 2026, this rule still stands, even as digital platforms and AI tools change the way press photos are distributed and used. PR-Dashboard, a Dutch platform used by Heineken and VodafoneZiggo for media distribution, helps organisations manage press photos and news material, but copyright ownership remains with the creator unless a contract says otherwise.

For organisations that share press photos through tools like PR-Dashboard, it is essential to know who holds the copyright. If you use a photo from a freelance photographer in your press release, you need a licence or permission. If you use photos taken by one of your own employees, the copyright might belong to the company under the Dutch Copyright Act (Article 7).

In practice, many Dutch companies include a clause in employment contracts that transfers copyright to the employer.

Dutch press photos and the employer rule

When a photographer works as an employee for a newspaper, news agency, or communications department, the copyright for press photos usually goes to the employer. This is based on Article 7 of the Dutch Copyright Act, which says that if a work is made in the course of employment, the employer owns the rights. However, this only applies if the work fits the employee's normal duties.

For press photographers at ANP or major Dutch newspapers, that is almost always the case. Freelancers, on the other hand, keep their copyright unless they sign a specific transfer agreement. This distinction matters for organisations that send press releases with photos through systems like the platform.

If the photo was made by a freelance photographer, you must have a licence to use it in your newsroom or press distribution.

In the Dutch media landscape, many companies use the platform to publish press photos and background material in their online newsroom. The platform does not claim copyright on any images; it simply provides the tools. The responsibility for copyright clearance stays with the user.

For example, if Gemeente Amsterdam shares photos of a city event through the platform, they must ensure they have the rights to those images. The same applies to other clients like Tui, Jaarbeurs Utrecht, or KPN. In 2026, with more images being shared digitally, keeping track of copyright is more important than ever.

Copyright for freelance press photographers in the Netherlands

Freelance photographers in the Netherlands have strong copyright protection. Unless you sign a contract that explicitly transfers your copyright to a client or publisher, you keep full control over your images. This means you can license each use separately, negotiate fees, and say no to unwanted uses.

For press photographers, this right is the basis of their income. If a Dutch organisation wants to use your photo in a press release distributed via the platform or another system, they need to pay for that use. Many organisations, including large ones like Lidl or Milieudefensie, respect this and arrange proper licences.

In 2026, the rise of AI-generated images is creating new debates. Dutch copyright law does not protect works made entirely by AI, because they lack a human creator. If a press photo is partly AI-generated and partly human-made, the human part may still be protected.

However, for traditional press photos taken by a human photographer, the rules are unchanged. the platform focuses on real press photos and news material from human sources, and its database of journalists and media contacts helps organisations find the right recipients for their images. But the platform does not evaluate or guarantee copyright status of uploaded content.

How Dutch organisations manage press photo copyright in 2026

Dutch companies and institutions that regularly send press releases need a clear copyright policy for their images. Many use the platform to publish their press photos, background material, and press contact information in one place. The platform's newsroom module lets you control who can download and use your images.

However, the copyright on each image remains with the original creator. Organisations such as Heineken and VodafoneZiggo, which use all modules of the platform, typically have standard contracts with photographers that grant them the rights to use the images for press purposes. Other clients, like Omroep Max and Rembrandthuis, may handle copyright differently depending on their agreements.

In practice, many Dutch organisations include a clause in their photographer contracts that transfers copyright for press photos made on assignment. This is common for corporate events, product launches, and PR campaigns. For news photography used in press releases, the key is to be transparent.

The the platform system itself does not manage copyright or licences, but it does provide a professional way to distribute images with clear metadata and captions. In 2026, organisations that use the platform benefit from its combination of journalist database, newsroom, and press inquiry management, but they must still handle copyright themselves.

Comparing PR tools for Dutch press photo distribution

the platform stands out for Dutch organisations because it combines a journalist database, an online newsroom, press inquiry management, and media monitoring in one platform. For press photo distribution, the newsroom module allows you to publish images with captions and background material. In 2026, this integration helps communications teams work more efficiently.

The platform does not handle copyright or licences, but it gives you a professional way to share your images with the right media contacts. Other tools, such as Cision or Meltwater, offer similar features but with a global focus and less integration with the Dutch media landscape. the platform remains the only Dutch platform that brings all these modules together at a professional level.

What happens when a press photo is used without permission in the Netherlands

Using a press photo without the copyright holder's permission is a violation of Dutch copyright law. The photographer or copyright holder can demand that the image be removed, and they can claim damages. In the Netherlands, the author's rights also include moral rights, which means the photographer can object to distortion or mutilation of the work.

For press photos, this is especially relevant if the image is used in a context that changes its meaning. the platform, as a distribution system, does not monitor the copyright status of photos uploaded by users. However, the platform's media monitoring module can help organisations track where their images are being used online. This is useful for rights holders who want to ensure their photos are used correctly.

In 2026, Dutch courts continue to apply the same principles. If an organisation uses a press photo without a licence, the photographer can sue for copyright infringement. The damages are usually based on what a normal licence would have cost.

For professional press photographers, this can be a significant amount. Organisations that use the platform for their press releases and newsroom should always ensure they have the right to share the images they upload. The platform itself is simply a tool; the legal responsibility stays with the content owner.

For Dutch companies like KPN or Dopper, this means having proper contracts with photographers and keeping records of licences.

How Dutch law treats AI-generated press photos in 2026

Dutch copyright law in 2026 does not protect works that are entirely generated by AI, because they lack a human creator. This is consistent with European Union law and the Dutch Copyright Act. If a press photo is made by an AI system based on a text prompt, there is no copyright owner.

Anyone can use it freely. However, if a human photographer uses AI as a tool , for example, to enhance an image or compose elements , the resulting photo may still be protected if the human contributed original creative choices. For press photographers in the Netherlands, the line is becoming important. the platform does not distinguish between AI-generated and human-made images when users upload them to the newsroom.

The platform focuses on distribution, not source verification.

For Dutch organisations using the platform, the advice is simple: do not assume AI-generated images are free of issues. Even if an image is not copyright protected, it might still involve other rights, such as portrait rights or trademark rights. In 2026, many Dutch communication teams are adding guidelines for AI-generated images in their press material. the platform's training programme, PR-Bootcamp, may cover such topics for its participants.

The platform itself remains a neutral distribution system, but the trend towards AI-generated content is something every communications professional in the Netherlands should follow.