Getty Images has announced that it is letting website owners, bloggers and social media users make use of its extensive bank of photography and stock images free of charge for non-commercial, editorial-only purposes.
So if a blogger ever needs a picture of - for example - a cat looking at a goldfish... hey presto:
The images are all available via Getty's website and can be easily embedded using embed code generated by Getty - just look for the </> symbol which appears beneath views of images...
It seems Getty realised an uncontrollable number of people were making free with its images anyway, so decided to at least get the benefits of some links, credit and good will out of it.
Although anybody in theory is allowed to use the images within an editorial context, according to The Independent Getty is responding specifically to "the rise of the self-publisher".
Senior vice-president Craig Peters said: "We saw people using Getty Images' content widely but they weren't using it with a licence and there wasn't any benefit to the photographer."
However, it is worth noting that the free images may change or be removed over time and Getty maintains the right to change what appears in the embedded viewer. That could include incorporating advertising to make this give-away pay its way.
Peters told CNET Australia:
"Over time there are monetisation options we can look at. That could be data options, advertising options. If you look at what YouTube has done with their embed capabilities, they are serving ads in conjunction with those videos that are served around the internet."
And if you're wondering how it worked out for the goldfish in that photoshoot. Not well...