Are Pinterest Images Copyright Free In New Zealand?

If you run a small business, Pinterest can feel like a goldmine. It’s full of beautiful product shots, templates, infographics, recipes, mood boards, logos, packaging ideas and marketing inspiration.

But there’s a common trap we see businesses fall into: assuming that because an image is “on Pinterest”, it must be free to use.

So, are Pinterest images copyright free in New Zealand? In most cases, no. And if you use an image the wrong way (even accidentally), you could end up facing takedown notices, disputes, reputational damage, and potentially legal claims.

This guide breaks down what people usually mean when they search “Pinterest images copyright”, how copyright applies to images online in NZ, and what you can do to use content legally while still marketing effectively. This article is general information only and isn’t legal advice.

Are Pinterest Images Copyright Free?

For most business use, Pinterest images are not copyright free.

Pinterest is essentially a platform where users “pin” content (images and videos) from around the internet. Sometimes the original creator uploaded it. Sometimes it’s been saved, re-posted, re-pinned, or scraped from another site. That matters because:

• Copyright usually belongs to the original creator (e.g. the photographer, designer, illustrator, or brand), not to Pinterest or the person who pinned it.
• Pinterest isn’t a “free image library” - it’s a discovery platform.
• Even if an image is widely shared, that doesn’t automatically mean it’s free to use commercially.

In practice, Pinterest content often sits in a grey area from a user perspective (because it’s so easy to save and share), but the legal position is much clearer: unless you have permission or a valid licence, you shouldn’t assume you can use it in your business marketing.

How Copyright Works For Images In New Zealand

Copyright in New Zealand is governed mainly by the Copyright Act 1994. The key point for business owners is that copyright protects “original works”, including many types of online content, such as:

• Photographs
• Illustrations and digital artwork
• Graphic designs (including many social media graphics)
• Website content and layouts (in some cases)
• Videos and animations

Copyright Is Automatic

You don’t need to register copyright in NZ for it to exist. Generally, copyright arises automatically when a work is created (as long as it’s “original” and meets the legal requirements).

That’s why “I found it on Pinterest” isn’t a defence. The creator doesn’t need a watermark, a copyright notice, or a registration certificate for their rights to apply.

What Rights Does The Copyright Owner Have?

Copyright owners typically have the exclusive right to do (or authorise others to do) certain things with their work, such as:

• Copying the image
• Publishing or distributing it
• Communicating it to the public (including posting it online)
• Creating adaptations (for example, editing a graphic into your brand template)

So if you copy a Pinterest image and put it on your website, Instagram, ads, packaging, or email campaigns, you’re usually dealing with “copying” and “communication to the public” - which are exactly the types of use copyright law controls.

Why Pinterest Makes “Copyright-Free” Feel Confusing

The reason questions about Pinterest and copyright come up so often is that Pinterest blurs the line between inspiration and usage.

As a business owner, it’s completely normal to think:

• “If it’s pinned publicly, it’s okay to repost.”
• “Everyone uses these images.”
• “I’m a small business, so I won’t get noticed.”
• “I’m not selling the image itself, just using it in marketing.”

But from a legal perspective, none of these assumptions automatically make the use lawful.

“But It Links Back To The Original Site…”

Sometimes pins include a link to the original website, product listing, or blog post. That’s helpful for attribution, but attribution is not the same as permission.

Unless you have a licence (or clear permission from the rights holder), simply crediting the creator won’t necessarily protect you.

“What If I Change It A Bit?”

Editing an image (cropping, adding text overlays, changing colours, removing a watermark) usually does not remove copyright. In some cases, edits can actually increase the risk because you’ve potentially created an unauthorised “adaptation” and/or removed rights management information.

If you want brand-aligned marketing content, it’s generally safer to create your own assets or license them properly, and then protect your own brand and content where appropriate (including through a Trade Mark strategy if you’re building a recognisable brand).

Common Ways NZ Businesses Use Pinterest Images (And The Legal Risks)

Let’s look at where we commonly see problems arise for small businesses.

1. Using Pinterest Images In Social Media Posts Or Ads

If you lift a Pinterest image and post it to Instagram, Facebook, LinkedIn, or use it in paid ads, that’s commercial use. It’s high-risk because:

• It’s public and easy for creators (or their agents) to find
• It may be seen as competing with the creator’s own licensing or business
• Platforms may remove your content after a complaint

If you’re running online campaigns, it’s worth having clear Website Terms and Conditions and other legal foundations in place too, because marketing issues rarely happen in isolation (they can trigger complaints, refunds, or disputes).

2. Using Pinterest Images On Your Website

Website use is often treated more seriously than a quick social post, because it looks “official” and ongoing. Businesses commonly use Pinterest images for:

• Homepage banners
• Blog headers
• Service page icons and graphics
• Product imagery (especially for dropshipping-style listings)

Aside from copyright concerns, if you’re collecting customer data through your site (newsletter sign-ups, checkout, enquiry forms), you’ll also want a compliant Privacy Policy so your overall online presence is legally sound.

3. Using Pinterest As A “Template Library” For Your Branding

It’s one thing to use Pinterest as inspiration for colours and layouts. It’s another to copy a pinned logo, illustration, packaging design or brand template “because it’s just an idea”.

Depending on what you copy, you may be stepping into:

• Copyright risk (copying the original work)
• Trade mark risk (using something deceptively similar to an existing brand)
• Fair trading risk (misleading consumers about association or endorsement)

When you’re selling products online, you also need to be careful about the claims you make and the way you present your product. In New Zealand, the Fair Trading Act 1986 applies to misleading or deceptive conduct in trade - including in digital marketing, product descriptions, and advertising visuals.

4. Using Pinterest Images In Client Work (Agencies, Designers, Service Providers)

If your business provides services (marketing, coaching, consulting, design, web build), and you use Pinterest images in deliverables for clients, the risk can multiply:

• Your client may assume they can use the content freely and then publish it widely
• You might be in breach of your own agreement with the client if you promised originality or lawful usage
• The dispute can become a commercial relationship issue (not just a copyright issue)

This is where having a properly drafted Service Agreement can really help - you can clearly set expectations around what is provided, who owns IP, and what third-party assets (if any) are included.

When Can You Use Pinterest Images Legally?

There are situations where using images you found on Pinterest can be lawful - but you need to check the underlying rights, not just the pin itself.

1. You Have Permission From The Copyright Owner

The cleanest approach is to get written permission (even an email is often a good start) from the person or business who owns the rights.

If you’re paying for usage, make sure you understand:

• Where you can use the image (website, social media, ads, packaging, etc.)
• How long you can use it for
• Whether you can edit it
• Whether you can sub-license it (for example, to your clients)

2. The Image Is Licensed For Commercial Use

Some creators license their work under specific terms (for example, certain “creative commons” licences). The important part is reading the licence carefully because:

• Some licences allow personal use but not commercial use
• Some require attribution
• Some prohibit modifications

If you’re unsure whether a particular licence covers your intended use (especially if you want to use it in ads or packaging), it’s worth getting legal advice before you build your campaign around it.

3. You’re Using Your Own Images (Or Images You Commissioned Properly)

From a “sleep-easy” perspective, using your own photos and graphics is often the safest option.

If you hire someone to create content for you (a photographer, designer, videographer), it’s smart to confirm who owns the IP and what usage rights you’re getting. This is especially important when you’re engaging contractors rather than employees.

In many businesses, contractor relationships are the norm - and having the right paperwork matters. A tailored Contractor Agreement can help make IP ownership and licensing terms clear from day one.

4. You’re Embedding Content (Instead Of Copying It) - But Still Be Careful

Some platforms allow you to embed content (display it through a platform’s embed function). This can reduce risk compared to downloading and re-uploading, but it’s not a blanket “copyright-free” workaround, and the legal position can depend on the context.

For example, embedding may still raise issues if:

• the source post was uploaded without permission in the first place
• your use implies endorsement or affiliation
• the content includes people who haven’t consented to commercial use (for example, where image rights or privacy issues arise)

Think of embedding as “lower risk” in some scenarios, not automatically “safe”.

A Practical Checklist: How To Use Online Images Safely In Your NZ Business

If you want a simple process your team can follow (especially if multiple people handle marketing), here’s a practical checklist.

Step 1: Identify The Original Source

Before you use an image from Pinterest, ask:

• Where did this image come from originally?
• Is it posted by the creator, or is it reposted?
• Is the linked website reputable and clearly the owner?

If you can’t confidently identify the original source, that’s a sign to avoid using it commercially.

Step 2: Check The Usage Rights (Not Just The Caption)

Look for licence terms on the original website (or in the creator’s sales page). If there are no terms, you should assume you don’t have permission.

Step 3: Get Permission In Writing If You Need It

If you want to use it in ads, on your homepage, or in something high-visibility (like packaging), getting written permission is usually worth the effort.

Step 4: Keep A Record Of Licences And Approvals

This is a simple compliance step that can save you later. Keep a folder or spreadsheet showing:

• image name/link
• source
• licence type / permission email
• where it’s being used
• expiry date (if any)

Step 5: Have A Takedown Plan

Even careful businesses get complaints sometimes. If someone contacts you alleging infringement:

• don’t ignore it
• pause use of the content while you investigate
• respond calmly and professionally
• get advice if you’re unsure

Having this plan in place helps you act quickly and minimise disruption to your marketing.

Step 6: Make Sure Your Broader Online Compliance Is Covered

Copyright is only one part of running an online presence legally. Depending on how you operate, you may also need:

• a Privacy Policy (if you collect personal information)
• strong Website Terms and Conditions (especially if you sell online)
• clear customer-facing policies (shipping, returns, refunds) aligned with NZ consumer law
• proper contracts with creatives and contractors so you actually own or can use what you’re paying for

If you’re unsure what applies to your business model, getting your legal foundations right early can save you a lot of time and cost later.

Key Takeaways

• For most business use, Pinterest images are not copyright free - the key issue is usually whether you have permission from the original rights holder.
• In New Zealand, copyright applies automatically to original photos, designs and artwork, and it can be infringed by copying and using images in marketing, websites, ads, or packaging.
• Attribution isn’t the same as permission, and editing an image usually doesn’t remove copyright risk.
• You can generally use images legally if you have written permission, a commercial licence, or you create/commission content under clear agreements that cover usage rights.
• A simple internal process (check the source, confirm rights, record permissions) helps you market confidently while reducing the risk of takedowns and disputes.
• It’s also worth aligning your broader online setup - including your Privacy Policy, Website Terms and Conditions, and your contracts like a Contractor Agreement - so your business is protected from day one.

If you’d like help setting up your content usage permissions, contracts, or online legal documents, you can reach us at 0800 002 184 or team@sprintlaw.co.nz for a free, no-obligations chat.