The Importance of Image Copyright Registration for Marketplaces

The strategic value of images in digital commerce

In today’s digital marketplace, images are not just visual assets but key components of brand credibility and consumer trust. For businesses operating on platforms like Amazon, Mercado Livre, or Etsy, images drive engagement and sales—but also expose companies to significant legal risks if intellectual property rights are not properly managed.

Registering image copyrights, though not mandatory under Brazilian law, serves as a preventive legal strategy that strengthens the company’s position in potential disputes and adds measurable value to its intangible assets.

Legal foundations and practical implications

Brazil’s Copyright Law (Law No. 9.610/1998) protects all creative works, including photographs and digital illustrations. Even if an image is produced by an employee or freelancer, rights remain with the creator unless formally transferred by contract. Improper use of third-party images may lead to claims for damages and product removal, under both the Copyright Law and the Internet Civil Framework (Law No. 12.965/2014).

For marketplace sellers, this means ensuring every image is either original or properly licensed, while platforms must enforce policies against infringement to avoid shared liability.

Copyright registration as a business asset

Registering images with the Brazilian National Library’s Copyright Office provides strong evidence of ownership and creation date—often decisive in court disputes. Beyond legal protection, such registration builds a portfolio of intellectual property that enhances corporate valuation and investor confidence.

In cross-border e-commerce, the Berne Convention ensures that Brazilian registrations are recognized internationally, strengthening protection in over 170 countries.

Preventive legal management

Businesses should adopt internal policies for intellectual property management, supported by specialized legal counsel. Preventive legal advisory helps companies integrate copyright compliance into marketing routines and digital governance, avoiding litigation and reinforcing brand integrity.

In the competitive world of digital marketplaces, image copyright registration is more than a legal safeguard—it is a strategic business investment that protects reputation, enhances brand value, and ensures sustainable growth.