Licensing

CULTURA CREATIVE END USER LICENCE AGREEMENT

Royalty Free Licensed Content

Last updated: 08-September-2026

This End User Licence Agreement (the “Agreement”) governs your access to and use of Licensed Content supplied by Cultura Creative Limited.

In this Agreement, “Cultura Creative”, “we”, “us” or “our” means Cultura Creative Limited, a company incorporated in England and Wales.

“You” or “Licensee” means the individual or legal entity purchasing, downloading or otherwise licensing the Licensed Content. Where an individual enters into this Agreement on behalf of an employer, client or other organisation, that individual confirms that they have authority to bind that organisation to this Agreement.

This Agreement is made with business customers only. By purchasing, downloading, accessing or using Licensed Content you confirm that you are acting wholly or mainly for purposes relating to your trade, business, craft or profession and not as a consumer. Cultura Creative does not supply Licensed Content to consumers under this Agreement. Where Cultura Creative elects to supply Licensed Content to consumers, that supply is made under the separate Consumer Annex.

By purchasing, downloading, accessing or using Licensed Content from Cultura Creative, you agree to be bound by this Agreement.

1. DEFINITIONS

1.1 Licensed Content

“Licensed Content” means any photograph, illustration, visual representation, moving image, film or video footage, audio recording, audiovisual material or other creative content supplied or licensed by Cultura Creative, together with any accompanying captions, keywords, metadata or other associated information.

1.2 Authorised User

“Authorised User” means an individual permitted to access Licensed Content under this Agreement.

Unless otherwise agreed in writing, a Standard Licence permits access by no more than ten (10) Authorised Users.

1.3 Client

“Client” means an identified third party on whose behalf an intermediary, including an advertising agency, design agency, production company or other professional service provider, licenses Licensed Content.

1.4 Standard Licence

“Standard Licence” means the royalty-free licence granted under this Agreement.

Certain uses require an additional Extended Licence, Enterprise Licence, Commercial Product Licence, AI/Data Licence or other licence expressly agreed in writing with Cultura Creative.

1.5 Editorial Use Only Content

“Editorial Use Only Content” means Licensed Content identified by Cultura Creative as being for editorial use only, being content in respect of which model, property or other releases have not been obtained or are limited in scope.

1.6 Generative AI System

“Generative AI System” means any artificial intelligence or machine-learning system capable of generating images, video, audio, text or other content, including image-generation systems, video-generation systems, multimodal models and foundation models.

LICENCE

2. LICENCE GRANT

Subject to payment of all applicable licence fees and compliance with this Agreement, Cultura Creative grants you a non-exclusive, non-transferable, non-sublicensable, worldwide and perpetual licence, subject to clauses 18 and 19, to reproduce, modify and use the Licensed Content for the purposes expressly permitted by this Agreement.

No ownership or copyright in the Licensed Content is transferred to you.

All rights not expressly granted under this Agreement are reserved by Cultura Creative and/or its licensors.

3. PERMITTED USES

Subject to the restrictions contained in this Agreement, you may use Licensed Content any number of times and worldwide in:

a. advertising and promotional materials;

b. websites, social media and other digital communications;

c. corporate communications and presentations;

d. newspapers, magazines, books and other publishing;

e. film, television, broadcast and streaming productions;

f. digital and multimedia productions;

g. packaging;

h. educational and training materials;

i. editorial content;

j. internal business communications; and

k. other comparable commercial or non-commercial creative uses.

You may crop, resize, colour-correct, retouch, composite, manipulate or otherwise modify Licensed Content as reasonably required for an authorised use, subject always to the restrictions in this Agreement.

The rights granted under this clause 3 are rights to use the Licensed Content as creative content. They do not include any right to use, process or exploit the Licensed Content as data, which is addressed in clause 7.

3A. EDITORIAL USE ONLY CONTENT

3A.1 Certain Licensed Content is identified as Editorial Use Only Content. Such content may be used only in an editorial context, being use in connection with events that are newsworthy or of general public interest, and may not be used for any advertising, promotional, merchandising or other commercial purpose.

3A.2 Cultura Creative gives no warranty under clause 14 and no indemnity under clause 15 in respect of any use of Editorial Use Only Content otherwise than in accordance with clause 3A.1.

3A.3 Editorial Use Only Content is identified as such on the Cultura Creative website, in the accompanying metadata and on the applicable invoice. You are responsible for checking that designation before use.

4. AUTHORISED USERS AND STORAGE

You may store Licensed Content on servers, digital asset management systems, cloud-storage services or other secure systems used by you or your organisation.

Under a Standard Licence, no more than ten (10) Authorised Users may have access to the original Licensed Content.

This is not a simultaneous-user licence. The limit applies to the total number of individuals authorised to access the Licensed Content, whether or not they access it at the same time.

You must take reasonable measures to prevent access to the original or high-resolution Licensed Content by unauthorised persons.

If access is required by more than ten Authorised Users, or across multiple companies, subsidiaries, affiliates or organisations, an Extended or Enterprise Licence may be required.

5. CLIENT USE

If you are acting as an intermediary, including as an advertising agency, design agency, production company or other professional service provider, you may use Licensed Content on behalf of an identified Client.

You may provide Licensed Content to that Client or to contractors working on the Client's project only where reasonably necessary to produce the licensed work.

Any Client or contractor receiving access to Licensed Content must comply with the relevant provisions of this Agreement.

Unless otherwise agreed in writing, Licensed Content supplied for one Client may not subsequently be used for another Client.

You remain responsible for ensuring that Licensed Content supplied through your account is used in accordance with this Agreement.

RESTRICTED USES

6. GENERAL PROHIBITED USES

You may not:

a. sell, sublicense, re-license, rent, lease, distribute or otherwise make Licensed Content available as standalone content;

b. make original or high-resolution Licensed Content available for download by unauthorised third parties;

c. distribute Licensed Content through an image library, stock library, template library, content marketplace, media library or other service where third parties can access or extract the Licensed Content independently;

d. use Licensed Content in a manner that competes with Cultura Creative or another licensor of the Licensed Content;

e. falsely represent that you created or own the copyright in Licensed Content;

f. use Licensed Content in any unlawful, fraudulent, misleading, defamatory, libellous, obscene or pornographic manner;

g. use Licensed Content in a manner that infringes the intellectual property, privacy, publicity or other rights of any third party;

h. remove copyright, attribution, identification, rights-management or other information embedded in the original file or fail to preserve such information where it is technically feasible to do so;

i. use Licensed Content in a logo, trade mark, service mark or other source identifier without Cultura Creative's prior written consent;

j. use Licensed Content in any manner expressly identified as restricted on the Cultura Creative website, in accompanying metadata, in an invoice or in other information supplied with the Licensed Content;

k. use Editorial Use Only Content otherwise than in accordance with clause 3A; or

l. use any watermarked, low-resolution or other preview version of Licensed Content for any purpose other than internal evaluation, layout and comping prior to licensing. Preview versions may not be used in any final material, whether internal or external, and may not be published, distributed or altered to remove a watermark.

ARTIFICIAL INTELLIGENCE, MACHINE LEARNING AND DATA

7. AI AND MACHINE-LEARNING USE IS NOT INCLUDED

The Standard Licence does not grant any right to use Licensed Content for artificial intelligence, machine learning, model training or dataset purposes.

Unless expressly authorised under a separate written licence issued by Cultura Creative, you may not directly or indirectly:

a. use, copy, download, scrape, crawl, extract, aggregate, ingest, index, create embeddings or other vector representations of, extract features from or otherwise process Licensed Content for the purpose of creating, developing, training, testing, benchmarking, validating, fine-tuning, grounding or improving any artificial intelligence or machine-learning system;

b. incorporate Licensed Content into any training, validation, testing, benchmarking or other dataset intended for artificial intelligence, machine learning, computer vision or related technologies;

c. use Licensed Content to train or develop generative artificial intelligence systems, image-generation systems, video-generation systems, multimodal models, foundation models or large-scale machine-learning models;

d. use Licensed Content for facial-recognition, biometric-identification, biometric-classification or other automated recognition or profiling systems except where expressly licensed by Cultura Creative;

e. use Licensed Content to create synthetic training data or derivative datasets intended for artificial intelligence or machine-learning purposes;

f. use captions, keywords, annotations, metadata, descriptions, releases or other information supplied with Licensed Content for AI or machine-learning training or dataset development;

g. make Licensed Content available to any third party for any of the purposes described in this clause; or

h. circumvent or attempt to circumvent any technical, contractual or other measures intended to prevent unauthorised automated extraction or AI/ML use of Licensed Content.

i. use Licensed Content, in whole or in part, as an input, prompt, seed, reference, style reference, conditioning input or other source material for a Generative AI System in order to generate any image, video, audio or other content, whether or not that use involves the training, fine-tuning or retention of the Licensed Content;

j. use Licensed Content in, or make Licensed Content available to, any retrieval-augmented generation system, vector database, embedding store, search index or similar system from which the Licensed Content, or representations of it, may be retrieved, reproduced or used to generate outputs.

7.1 Separate AI/Data Licensing

Cultura Creative may separately license content, data or datasets for artificial intelligence, machine learning, computer vision, research or related purposes.

Any such use requires a separate written AI/Data Licence or other agreement expressly identifying the permitted AI, ML or data use.

Payment for or possession of a Standard Licence does not confer any AI, ML, dataset or model-training rights.

7.2 Ordinary Creative Tools

For clarity, this clause does not prohibit the use of ordinary editing, retouching, enhancement or production tools that incorporate AI-assisted functionality where those tools are used solely to create an otherwise permitted end product from properly licensed content, where the resulting end product remains a modification or adaptation of the Licensed Content rather than a new asset substantially derived from it, and do not use the Licensed Content to train, fine-tune or improve an AI or machine-learning model.

You are responsible for ensuring that any such tool is configured so that Licensed Content submitted to it is not used to train, fine-tune or improve any artificial intelligence or machine-learning system. Where the terms of a tool permit such use by default, use of that tool with Licensed Content is not permitted under this clause 7.2 unless that default is disabled.

7.3 Machine-Readable Rights Reservation

Cultura Creative expressly reserves all rights in the Licensed Content for the purposes of text and data mining, artificial intelligence and machine learning, including for the purposes of Article 4(3) of Directive (EU) 2019/790 and any equivalent or successor provision. Cultura Creative may also give effect to this reservation by machine-readable means, including robots exclusion and text-and-data-mining reservation protocols published on the Cultura Creative website and rights-management metadata embedded in the Licensed Content files, and you must not circumvent or disregard any such means.

MODELS, PEOPLE AND SENSITIVE USES

8. NO FALSE ENDORSEMENT

You may not use Licensed Content depicting an identifiable person in a way that states or reasonably implies that the person:

a. personally uses, recommends or endorses a product, service, organisation or brand;

b. is employed by or professionally associated with a particular organisation; or

c. supports or endorses a political party, political candidate, campaign, ideology or cause,

unless Cultura Creative has expressly confirmed in writing that such use is permitted.

9. SENSITIVE AND POTENTIALLY DEFAMATORY USES

Licensed Content depicting an identifiable person must not be used in a manner that states or reasonably implies that the person depicted personally experiences, has participated in, supports or is associated with a sensitive or potentially defamatory subject.

Such subjects may include, without limitation:

a. physical or mental illness;

b. disability or medical treatment;

c. substance or alcohol dependency;

d. criminal activity or allegations of criminal activity;

e. financial hardship or debt;

f. sexual activity or intimate relationships;

g. dating or matchmaking services;

h. political beliefs or affiliations;

i. religious beliefs;

j. abuse, exploitation or victimisation; or

k. any other subject that could reasonably cause embarrassment, offence or reputational harm to the person depicted.

Where Licensed Content is used illustratively in connection with such a subject, the context must make clear that the person depicted is a model used for illustrative purposes and is not being represented as actually having the characteristic or experience described.

Additional restrictions accompanying particular Licensed Content must always be observed.

PRODUCTS FOR RESALE

10. COMMERCIAL PRODUCTS AND MERCHANDISE

A Standard Licence does not permit use of Licensed Content where the Licensed Content constitutes the primary or substantial value of a product offered for resale.

This includes, without limitation:

a. posters and photographic prints;

b. postcards and greetings cards;

c. calendars;

d. clothing and apparel;

e. mugs and household products;

f. stationery;

g. wall art;

h. digital wallpapers or downloadable image products; and

i. other merchandise where the Licensed Content is a principal reason for purchasing the product.

Such use requires a separate Commercial Product Licence or Extended Licence from Cultura Creative.

For the avoidance of doubt, this clause 10 restricts the production of items offered for sale or distribution to third parties. It does not restrict the production of a limited number of items for your own internal, display or promotional use where those items are not offered for sale.

EDITORIAL USE AND CREDITS

11. CREDITS

Where Licensed Content is used in an editorial context, a reasonable credit should be provided where customary and technically feasible.

Unless otherwise specified, the credit should substantially take the following form:

[Creator Name]/[Collection Name]/Cultura Creative

For audiovisual productions where credits are given to other providers of licensed visual material, Cultura Creative and/or the relevant creator should receive comparable credit where technically feasible.

Failure to provide a credit does not transfer or extinguish Cultura Creative's or the creator's rights in the Licensed Content.

INTELLECTUAL PROPERTY

12. OWNERSHIP

All copyright and other intellectual property rights in Licensed Content remain vested in Cultura Creative and/or its licensors.

This Agreement grants you a licence to use Licensed Content. It does not sell, assign or otherwise transfer copyright or ownership to you.

You may not claim ownership of Licensed Content or register any copyright or other proprietary right in the Licensed Content itself.

13. THIRD-PARTY RIGHTS AND RELEASES

Where Cultura Creative expressly identifies Licensed Content as model-released or property-released, Cultura Creative warrants that it holds or has obtained the releases reasonably required for the uses authorised under this Agreement, subject to any restrictions accompanying the Licensed Content.

Certain Licensed Content may nevertheless depict trade marks, artworks, architecture, products, locations or other material in which third parties may hold rights.

Unless expressly stated otherwise, Cultura Creative does not warrant that every conceivable use of Licensed Content will be free from third-party rights or regulatory restrictions.

You are responsible for determining whether your particular use requires additional permissions, clearances or approvals beyond those expressly provided by Cultura Creative.

The warranty in this clause 13 relates to releases obtained for the uses authorised under this Agreement. It does not extend to any use falling within clauses 3A, 8 or 9.

WARRANTIES AND INDEMNITY

14. CULTURA CREATIVE WARRANTIES

Cultura Creative warrants that:

a. it has sufficient rights and authority to grant the licence expressly provided under this Agreement; and

b. when used in accordance with this Agreement and any restrictions supplied with the Licensed Content, the Licensed Content will not infringe copyright owned by a third party.

If Licensed Content is technically defective when supplied and you notify Cultura Creative of the defect within thirty (30) days of download, Cultura Creative may, at its option, provide a replacement file or refund the licence fee paid for that Licensed Content.

Nothing in this Agreement affects any statutory rights that cannot lawfully be excluded or restricted.

15. INDEMNITY BY CULTURA CREATIVE

Subject to clauses 16 and 17, Cultura Creative will indemnify you against any third-party claim that the Licensed Content, when used in accordance with this Agreement and any restrictions supplied with the Licensed Content, infringes the copyright of that third party. The indemnity in this clause 15 is your sole and exclusive remedy in respect of any such claim.

You must:

a. notify Cultura Creative promptly in writing after becoming aware of any such claim;

b. provide reasonable information and assistance in relation to the claim;

c. permit Cultura Creative to control the defence or settlement of the claim should Cultura Creative elect to do so; and

d. not admit liability or settle the claim without Cultura Creative's prior written consent.

Cultura Creative will have no obligation to indemnify you to the extent that a claim arises from:

a. use of Licensed Content outside the scope of this Agreement;

b. modification of Licensed Content where the modification causes the claim;

c. combination of Licensed Content with other material where that combination causes the claim;

d. your negligence or wilful misconduct;

e. your breach of this Agreement; or

f. continued use of Licensed Content after Cultura Creative has notified you of a rights issue and instructed you to cease using it.

g. use of Editorial Use Only Content otherwise than in accordance with clause 3A.

16. YOUR INDEMNITY

To the extent permitted by law, you will indemnify Cultura Creative, its licensors and contributors against reasonable losses, liabilities, damages, costs and expenses arising directly from:

a. your material breach of this Agreement;

b. use of Licensed Content outside the scope of the licence granted;

c. unauthorised AI, machine-learning or dataset use;

d. your unlawful or defamatory use of Licensed Content; or

e. your infringement of third-party rights resulting from your modification or misuse of Licensed Content.

Nothing in clause 17 operates to limit your obligations under this clause 16.

LIABILITY

17. LIMITATION OF LIABILITY

Nothing in this Agreement excludes or limits liability where such liability cannot lawfully be excluded or limited, including liability for death or personal injury caused by negligence, fraud or fraudulent misrepresentation.

Subject to the foregoing, Cultura Creative will not be liable for indirect or consequential losses, loss of profits, loss of revenue, loss of business, loss of opportunity, loss of anticipated savings or loss of goodwill arising from use of Licensed Content.

Subject to the foregoing, Cultura Creative's total liability arising out of or in connection with this Agreement shall be limited as follows:

a. in respect of all claims relating to a particular item of Licensed Content licensed under a Standard Licence, £10,000;

b. in respect of all claims relating to a particular item of Licensed Content licensed under an Extended Licence or Commercial Product Licence, £50,000;

c. in respect of Licensed Content licensed under an Enterprise Licence or AI/Data Licence, the amount expressly agreed in writing in that licence;

d. Cultura Creative's aggregate liability to you in respect of all claims arising in any period of twelve (12) months shall not exceed £100,000; and

e. in respect of any liability not arising from a claim that the Licensed Content infringes third-party rights, the greater of the total licence fees paid by you to Cultura Creative in the twelve (12) months preceding the claim and £5,000.

The limits in this clause 17 do not apply to your obligations under clause 16.

WITHDRAWAL AND TERMINATION

18. WITHDRAWAL OF LICENSED CONTENT

Cultura Creative may require you to cease future use of particular Licensed Content where Cultura Creative reasonably believes that:

a. the Licensed Content may infringe third-party rights;

b. a model, property or other release may be invalid, withdrawn or subject to a material dispute;

c. continued use may expose Cultura Creative, its licensors or the Licensee to legal or regulatory risk; or

d. there is another material legal or rights-related reason requiring withdrawal.

Where reasonably practicable, Cultura Creative may offer replacement Licensed Content.

Withdrawal does not require destruction or recall of lawfully produced materials already distributed before notice unless Cultura Creative reasonably determines that continued distribution presents a material legal risk.

Cultura Creative will have no liability to you arising from the withdrawal of Licensed Content under this clause 18 other than, at Cultura Creative's option, the provision of replacement Licensed Content or a credit equal to the licence fee paid for the withdrawn item.

19. TERMINATION

Cultura Creative may terminate the licence immediately if you:

a. deliberately or materially breach this Agreement;

b. use Licensed Content outside the scope of the licence;

c. use Licensed Content for unauthorised AI, machine-learning or dataset purposes;

d. unlawfully distribute, sublicense or resell Licensed Content; or

e. fail to remedy another material breach within a reasonable period after receiving written notice from Cultura Creative.

Upon termination, you must cease any further use of the affected Licensed Content and delete or destroy copies within your possession or control, except to the extent that retention is required by law, and on request will certify in writing that you have done so.

Termination does not affect rights or liabilities accrued before termination.

19A. SURVIVAL

Clauses 1, 6, 7, 12, 16, 17, 20, 21, 25, 26, 29 and 30, and any other provision which by its nature is intended to survive, will continue in full force following the expiry or termination of this Agreement or of any licence granted under it.

COMPLIANCE

20. UNAUTHORISED USE

Any use of Licensed Content outside the scope of this Agreement is unlicensed.

Cultura Creative reserves all rights and remedies available in respect of unauthorised use, including claims for copyright infringement where applicable.

Without prejudice to those rights and remedies, where Licensed Content is used outside the scope of the licence granted, Cultura Creative may invoice you, and you will pay, the licence fee that would have been payable at Cultura Creative's then-current rates for a licence covering that use, for the period of the unauthorised use. Payment of that fee does not itself grant a licence for continued use unless Cultura Creative confirms in writing that it does.

If you become aware that Licensed Content supplied through your account has been accessed or used without authorisation, you must notify Cultura Creative promptly and take reasonable steps to prevent further unauthorised use.

21. VERIFICATION

Where Cultura Creative has reasonable grounds to believe that Licensed Content is being used outside the scope of the licence, Cultura Creative may request reasonable information sufficient to verify compliance with this Agreement.

Any such request will be limited to information reasonably relevant to the suspected unauthorised use.

You will respond to any such request within thirty (30) days.

PAYMENT, CANCELLATION AND CONSUMER RIGHTS

22. PAYMENT

All applicable licence fees must be paid in accordance with the payment terms shown at the time of purchase or on the relevant invoice.

For business customers, Cultura Creative may charge interest on overdue sums at the rate permitted under applicable law and/or as stated on the applicable invoice.

23. CANCELLATION AND DIGITAL DELIVERY

Where Licensed Content is supplied as an immediate digital download, access begins immediately following purchase.

This Agreement is made with business customers only. The statutory cancellation rights applicable to consumer distance contracts do not apply to a contract made under this Agreement.

Where Cultura Creative elects to supply Licensed Content to consumers, that supply is made under the separate Consumer Annex to this Agreement and under the checkout process described in it. Nothing in this Agreement excludes, restricts or otherwise affects statutory rights that cannot lawfully be excluded or restricted.

Except as set out in the Consumer Annex, licence fees are non-refundable once Licensed Content has been downloaded, save where clause 14 applies.

GENERAL TERMS

24. CHANGES TO THIS AGREEMENT

The version of this Agreement in force at the time Licensed Content is licensed will apply to that licence.

Cultura Creative may update this Agreement from time to time for future transactions.

Unless required by law or expressly agreed with you, a subsequent change to this Agreement will not retrospectively alter the licence already granted for Licensed Content previously purchased.

25. ENTIRE AGREEMENT

This Agreement, together with:

a. any restrictions displayed with the Licensed Content;

b. the applicable invoice or order confirmation; and

c. any separate written licence expressly agreed between you and Cultura Creative,

constitutes the entire agreement relating to the licensing of the relevant Licensed Content.

If a separately negotiated written agreement expressly conflicts with this Agreement, the separately negotiated agreement will prevail to the extent of that conflict.

26. SEVERABILITY

If any provision of this Agreement is found to be invalid, unlawful or unenforceable, that provision will be treated as modified to the minimum extent necessary to make it valid and enforceable.

If such modification is not possible, the relevant provision will be treated as deleted.

The remaining provisions will continue in full force and effect.

27. NO WAIVER

Failure or delay by Cultura Creative in exercising any right or remedy under this Agreement does not constitute a waiver of that right or remedy.

28. ASSIGNMENT

You may not assign or transfer this Agreement or your rights in Licensed Content without Cultura Creative's prior written consent, except as expressly permitted in relation to Client use under clause 5.

Cultura Creative may assign its rights under this Agreement as part of a sale, transfer or reorganisation of its business or relevant assets, subject to applicable law.

29. THIRD-PARTY RIGHTS

Except where expressly stated otherwise, a person who is not a party to this Agreement has no right under the Contracts (Rights of Third Parties) Act 1999 to enforce any provision of this Agreement.

Cultura Creative's licensors and contributors may enforce clause 16 as if they were a party to this Agreement.

This clause does not affect any right or remedy available independently of that Act.

30. GOVERNING LAW AND JURISDICTION

This Agreement and any dispute or claim arising out of or in connection with it shall be governed by the laws of England and Wales.

The courts of England and Wales shall have exclusive jurisdiction in relation to any dispute arising out of or in connection with this Agreement.

31. CONTACT

Questions concerning licensing, Extended Licences, Enterprise Licences, Commercial Product Licences, AI/Data Licences or permitted uses should be directed to:

Cultura Creative Limited

Studio 8 Merchants Court, 43 Mowbray Street, Kelham Island, Sheffield, S3 8EN, UK

Company Number 13227174

VAT Number 430081933

info@culturacreative.com

www.culturacreative.com

© Cultura Creative Limited. All rights reserved.