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Image Terms and Licensing

Image licensing can sometimes be difficult to understand. In the questions and answers below, we do our best to provide answers to common questions that have come up.

Website Builder works with multiple image providers, and it is important to know the source of the image you are considering using on your site as different images have different licensing terms. Once you select an image in the image picker, you will see the source of the image on the right side (highlighted in red in the image below). Some of the images might not have a defined source and will not show that information. In the questions and answers, make sure to refer to the answer that corresponds to the provider source of your image.

For the full terms related to the usage of the Website Builder platform, refer to our terms of service and privacy policy. In any conflict between what is written here and our terms of service, the terms of service prevail.


What are the licensing terms of images?

  • Unsplash: all images are licensed under the Creative Commons Zero (CC0). Which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash.
  • Giphy: see the full Giphy terms:
  • ShutterStock: see the full Shutterstock terms:
  • No defined source: You are granted an individual, non-exclusive, non-transferable, right, throughout the world, in perpetuity, to use such image, or any part thereof, an unlimited number of times, solely as incorporated into websites built using the Website Builder.

Can I use the same image multiple times on a single site?

  • Unsplash: Yes
  • ShutterStock: Yes
  • Giphy: Yes
  • No defined source: Yes

Can I use the same image on more than one site?

  • Unsplash: Yes
  • ShutterStock: No, an image can be used for a single site.
  • Giphy: Yes
  • No defined source: Yes

Can I use the image on other digital or physical assets that are not my site?

  • Unsplash: Yes
  • ShutterStock: No, an image can be used for a single site.
  • Giphy: Yes, as long as you adhere to the Giphy terms.
  • No defined source: No.

Can I get a refund for an image?

  • Unsplash: Not relevant, Unsplash images are free.
  • ShutterStock: No, we do not provide refunds for purchased images.
  • Giphy: Not relevant, Giphy images are free.
  • No defined source: Not relevant, these images are free.

Q. Can I edit, change an image?

  • Unsplash: Yes
  • ShutterStock: Yes
  • Giphy: No, this is not allowed according to the Giphy terms.
  • No defined source: Yes

Do I need to give attribution to the owner of the image?

  • Unsplash: Not required, but would be appreciated.
  • ShutterStock: No
  • Giphy: No
  • No defined source: No

Q. What other terms do I need to comply with?

  • Unsplash: None
  • Giphy: All terms described in the Giphy terms.
  • ShutterStock or No defined source: You shall not use any image:
    • except solely as incorporated into your responsive website, mobile website, Web Personalization created using the Service.
    • together with pornographic, defamatory, or unlawful content or in such a manner that it infringes upon any third party’s trademark or intellectual property rights.
    • portraying any person depicted therein (a "Model") in a way that a reasonable person would find offensive, including but not limited to depicting a Model:
      1. in connection with pornography, "adult videos", adult entertainment venues, escort services, dating services, or the like
      2. in connection with the advertisement or promotion of tobacco products
      3. as endorsing a political party, candidate, elected official, or opinion
      4. as suffering from, or medicating for, a physical or mental ailment
      5. engaging in immoral or criminal activities
  • as a trademark, service mark, or logo.
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