A model release is a document signed by any person appearing in your commercial images.

A properly release is the same thing for a building signed by someone in authority.

Essentially it says that you may use the image(s) for selling your products or services.

In pretty much any situation where you commission a shoot featuring a model the release is automatic as part of the commission.  You may want an officially signed released in addition just as a CYA.

However, when shooting people who may not be aware, or have not been contracted to appear, a model release is much more important.

For example if you photograph members of the public while they are inside your shop.    In this case a simple model release signed by them will protect you from possible problems.  Incidentally, most people are flattered to be asked and it’s almost a marketing piece in it’s own right.

If children are included, then obviously the parent or guardian needs to sign off.

If you are shooting in public places it’s slightly more complicated, you can use pictures of people in public places, as long as they are not seen as individually endorsing your product or services.   So a generic shot of a high street is OK.  If you add a caption to an individual saying "I’m glad I bought at Fred’s", then that is not.

What does a model  release say and need?

It does not need to be complicated, you just need to record the name, address and signature of the individual, where and when the photograph(s) were taken.  A short paragraph saying that images may be used for marketing and advertising for your business.   There are lots of sample out on the web.

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