
Yesterday when I checked my Flickr account there was a comment on one of my photos from Calanan, stating that my photo was on a new web site promoting the new 4Runner from Toyota. Not only had Toyota taken my © marked image but also images from 40 other photographers, without asking. As the day passed Toyota apologised and took the flickr images down and promised to contact each photographer in question. No contact has been made, as of yet.

I have never hesitated putting my images on the web, even after seeing a big company like Toyota blatantly grabbing photography for commercial use, I would still do it. I like sharing my photography and it is essential as a marketing tool for my business. That said I also think this new way of thinking, “everything on the Internet is free” is just plain wrong. Sure if a college student or a teacher uses my photo as a part of a project I always say yes (they also always ask for permission), but when big corporations and well known ad agencies that of course have their own work copyrighted to the teeth, start behaving like kids on Pirate-bay, then that is just too much. This is not a case of fair use or for educational purposes, this is just to sell a car. Nothing wrong with selling a car, but then I also want to get paid for the use of my image.
I don´t really get why Toyota and Saatchi & Saatchi(Toyota´s Ad agency) did not contact each photographer and pay for this usage. I bet most of the photographers would have been glad to be a part of this project for a fair fee.
I have a feeling, maybe I am wrong, that this was planned. Like a sneaky viral video, creating a buzz, as I wonder how many people have gone to the 4Runner website because of this. Any publicity is good publicity I guess, I hope I am wrong.
Galleries with photos used by Toyota on Flickr
News Story on PDN
Calanan´s Blog on the subject
Discussion on Flickr