Use of Visuals

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Policy Number:
UW-203
Responsible Office:
Office of Strategic Communication

University Policy

Rationale/​Purpose:

UW–Madison distributes visual content to various audiences across multiple platforms.   This policy provides standards for the creation and use of photography, videography, and other visual content for communications and marketing at UW–Madison.

Definitions:
Visual Content
The positions and appearance of people and objects in photos and videos
Scope:

The creation and use of photographs, videos, and other visual content for use in marketing and communications.

Policy:

  1. General Requirements

    1. Visual content must never be changed or manipulated unless the alteration is necessary for safety, security, or compliance (e.g., blurring a computer monitor displaying health information).
    2. Enhancing the technical quality of a visual is acceptable, but changing the meaning is not.
    3. Alteration of visuals that mislead, confuse, or otherwise misrepresent its accuracy (e.g., use of non-UW people (models), stock imagery, or AI-generated imagery to represent UW–Madison faculty, staff, students, and campus guests is prohibited.
    4. Use of imagery from campus photo and video libraries outside the originally intended context is discouraged.
    5. When reusing existing campus imagery, avoid images with easily identifiable UW students, faculty, and staff or ensure that the required permissions have been obtained from the depicted subject(s).
    6. When  using visual content, great care must be taken to ensure communities of all identities are accurately and authentically represented. The use of stock imagery, photo illustrations, and AI-generated visual content is permitted provided it adheres to the requirements outlined in this policy.
    7. When publishing a photo illustration or an AI-generated image/video, it must be made clear to reader that the image does not represent a real situation. In all cases, photo illustrations and AI generated images/videos must be labeled as such  . The credit line must read: “Photo illustration; original photo by XX” or “AI-assisted image.” Artistic use of images, as in a collage, is permitted.

  2. Permission/Model Releases

    1. Written permission is not required when making photographs or videos of individuals in public settings or using the resulting photographs or videos in news and editorial contexts, such as news stories or social posts.
    2. Written permission is required for:
      1. Photos or videos of individuals being featured in marketing, advertisements or promotional materials in which a person’s name, image and/or likeness are being used.
      2. Photos or videos of children, patients in health care settings or laboratories, and research participants.
    3. When capturing imagery at a non-public setting where minors are present for editorial use, individuals must confirm with that administrative entity that parents or guardians have given permission for their children to be photographed. In these cases, the administrative entity most often maintains its own photo policy records and provides permission.
    4. For campus units that are part of the UW–Madison Health Care Component, use of photos and videos may also be subject to HIPAA regulations, policies, or accreditation standards unique to that area of campus.

  3. Location Restrictions

    1. Photography and recording in some laboratory spaces (e.g., where animals are housed or used in research, areas involving Select Agents and Toxins, where certain pathogens are studied) is not permitted unless specifically authorized.
    2. Certain campus locations such as the Wisconsin Unions, Allen Centennial Gardens, the Arboretum, UW Health and School of Medicine and Public Health facilities, and the Wisconsin Institutes for Discovery Town Center have additional guidelines on the creation of visual imagery in their facilities.
    3. Care should also be taken to ensure there are no location restrictions in areas of the UW–Madison Health Care Component or at facilities hosting community-based events.

  4. Photo/Video Library

    1. Visual imagery created by the Office of Strategic Communication are for the news, editorial, and marketing communications needs of the university.
    2. News media may use any of the images in the online photo library for news or editorial content, both print and electronic, related to UW–Madison with permission from the Office of Strategic Communication.
    3. UW–Madison departments, faculty, staff, students, and select affiliate groups (e.g., Wisconsin Foundation Alumni Association, UW Health and Wisconsin Alumni Research Foundation (WARF)) may use any of the images in the library for noncommercial communication pieces about UW–Madison, provided the use adheres to  the requirements outlined in this policy.
    4. Published photos must include a credit (“photographer’s name/University of Wisconsin–Madison” or “courtesy of …”). The specific credit and other details are also embedded in the digital file, which can be viewed by using Photoshop and choosing “File Info…” under the File menu.
    5. The images are not available for generic use unrelated to UW–Madison, and may not be sold or monetized in any way.

  5. Copyright

    Visuals in the UW–Madison Photo Library, produced by the UW–Madison visuals team, or produced as work product by other university employees are copyrighted by the Board of Regents of the University of Wisconsin System.

  6. Freelance and Rights

    1. An appropriate contract, signed by a delegated campus purchasing authority, must be in place when hiring freelancers or using work created by freelancers.
    2. Agreements with freelancers are typically a commission for the right to use their work, rather than for ownership of the work. Procurement of all rights in the work is recommended when the materials will be used in multiple instances.
    3. When engaging freelancers for images of the UW–Madison campus, or of university faculty, staff, or students, the contract must specify that copyright will be owned by the Board of Regents of the University of Wisconsin System.
    4. Freelancers are expected to abide by requirements outlined in this policy.
Related UW-Madison Policies:
Related UW–Madison Documents, Web Pages, or Other Resources:
External References:

UW Health and School of Medicine and Public Health Media Center

Policy Administration

Approval Authority:
Vice Chancellor for Strategic Communication
Policy Manager:
Assistant Vice Chancellor, Brand Strategy
Contact:
Assistant Vice Chancellor, Brand Strategy -- Tricia Nolan, tricia.nolan@wisc.edu, (608) 265-9005
Revised Dates:

01-15-2021, 09-02-2025

Reviewed Dates:

09-02-2025

Retrieved:
10-11-2025 15:30:03