How copyright works
- Copyright arises automatically when an original work is created and fixed (written down, saved or recorded). You don’t need to register it in the UK or EU.
- In the US, registration with the Copyright Office isn’t needed for protection, but it’s generally required before suing over a US work, and registering early unlocks statutory damages and legal fees.
- Protection usually lasts for the creator’s life plus 70 years.
- Employees’ work usually belongs to the employer. Work by freelancers and agencies usually belongs to the creator unless the contract assigns it, so get an assignment in writing.
Using other people’s content
“I found it on Google” isn’t a licence. To use someone else’s work you generally need permission or a licence, such as a stock licence or a Creative Commons licence (follow its conditions, such as attribution), unless an exception applies:
- US fair use weighs four factors: the purpose of the use, the nature of the work, how much is used, and the effect on the market for the original. It’s decided case by case.
- UK and EU exceptions are narrower and listed in law, such as quotation, criticism and review, news reporting (UK fair dealing) and parody.
Music in videos, product photos copied from other shops and images embedded in templates are common sources of claims. For AI-generated material, the US Copyright Office requires human authorship for registration, and ownership rules differ between countries.
Getting copied content removed
US: DMCA notice and takedown. Under section 512 of the Digital Millennium Copyright Act, hosts and platforms that remove infringing material promptly when notified keep their “safe harbour”. A valid notice, sent to the service’s designated agent, includes: your signature; identification of the work; the location of the infringing material; your contact details; a statement that you believe in good faith the use isn’t authorised; and a statement, under penalty of perjury, that the notice is accurate and you’re authorised to act.
EU: Digital Services Act. Online platforms must provide easy-to-use mechanisms for reporting illegal content, including copyright infringement, act on notices diligently and give reasons for their decisions.
UK: hosts that act quickly on notice of unlawful material are protected from liability, so most platforms offer copyright reporting forms. Most large platforms use similar processes worldwide.
If your content was taken down
If you believe a takedown was a mistake or your use was lawful, you can send a counter-notice. Under the DMCA, the platform can restore the material 10 to 14 business days after receiving it, unless the complainant tells it they’ve started a lawsuit. Knowingly misrepresenting infringement in a notice or counter-notice can make you liable for damages. EU platforms must also offer an internal complaint system for content decisions.
General information, not legal advice. Rules vary by country, state and situation, and they change. Check the official sources below, and speak to a qualified lawyer or a free advice service if a lot is at stake.
Last updated: 14 October 2026
