The Hidden Cost of ‘Free’ and Why Photographers Deserve Better
Every now and then, a post pops up on social media inviting photographers to “enter a competition” or “submit your best shots” for a publication or campaign. There’s no prize. No fee. No terms and conditions. Just the vague promise of exposure or the chance to be featured.
It’s always wrapped in the language of community spirit, celebration or opportunity. But as someone who’s worked professionally in photography for years I want to talk openly about why this kind of request isn’t as innocent as it might seem.
What’s Really Being Asked?
When organisations ask for photographs for free, they’re often asking for professional-standard work: high-resolution, well-composed, beautifully edited images that require technical skill, and years of practice.
They’re also asking for rights, often without being clear about it. Who owns the image once it’s submitted? Will it be used only once, or repurposed elsewhere? Will the photographer even be credited?
With no terms or compensation, these so-called “opportunities” often amount to unpaid content collection. And the reality is when you ask for something valuable for free, you devalue the person who created it.
The Myth of Exposure
You can’t pay your mortgage with exposure. You can’t pay your bills or cover your insurance costs with it either.
While some photographers (especially those just starting out) might welcome the chance to be seen, exposure alone is not a fair exchange, especially when the organisation gains more than the contributor.
It’s a transactional imbalance that benefits one side far more than the other.
We Must Stop Normalising This
When respected institutions and companies do this, they set a precedent that creative work is not worth paying for. That photography is something anyone can do for free. That it’s acceptable to publish someone’s labour without offering anything in return, not even a clear understanding of how their work will be used.
This doesn’t just affect professionals like me, it affects the whole creative community. It undercuts the value of the craft and trains the public to expect something for nothing.
Community Engagement Doesn’t Have to Mean Exploitation
There are brilliant ways to celebrate local creativity without asking photographers to give their work away:
Run competitions with proper prizes, clear terms, and guaranteed attribution.
Commission local photographers to document what matters most.
Offer small licensing fees for selected images.
Be transparent about how and where the work will be used.
When organisations do this well, everyone benefits, the creative economy thrives, the quality of the work improves, and the relationship between the artist and the audience becomes one of mutual respect.
Final Thought
Photography is more than pointing and shooting. It’s observation, patience, timing, storytelling. It’s a career, a livelihood, and in many cases a calling.
So the next time you see an open call asking for free photos “just to be featured,” ask yourself: who really benefits? And if you’re an organisation in need of images, ask instead: how can we support the creatives who help us see the world more clearly?
Because in the end, if we want to live in a society that values art, we need to start by valuing the artist.