London and Dubai · Guide for photographers, filmmakers and brands
“The release form is the cheapest insurance you'll ever sign.”
A model release is the written permission that lets you use someone's image the way you plan to. In the UK, using an identifiable person in commercial content means getting consent and handling their data under UK GDPR. In the UAE the stakes are higher: capturing or publishing someone's image without consent can bring large fines and prison. Here's what a release should cover, when you need one, and how to collect them without slowing the shoot.
Street interviews need a release from everyone who appears
01 · When
When you need a release
| Situation | Release? |
|---|---|
| Models and talent on a commercial shoot | Always |
| Members of the public in a brand video or ad | Yes, before it's published |
| Recognisable guests in event photos used for marketing | Yes, or clear notice and a way to opt out |
| Crowds where no one is identifiable | Usually not, but frame carefully |
| Anyone under 18 | Signed by a parent or guardian |
| Anything shot in the UAE | Get consent from everyone identifiable |
02 · What to include
What a good release covers
Who: the person's name and contact details, and who is taking and using the images.
What: the shoot, the date and the kind of images (photos, video, voice).
Where it will be used: social media, website, paid ads, print, out of home.
Where in the world: UK only, UAE, worldwide.
For how long: a fixed term, or in perpetuity.
Payment: the fee, or a statement that there's none.
Editing: that images may be retouched, cropped and combined with text.
Data: how their details and footage are stored, and how to contact you.
Signature and date: theirs, and a parent or guardian's for anyone under 18.
Match the release to the usage you've agreed with the client. If the brand wants paid ads for a year, the release has to say so. See the brief template in shooting a commercial in London.
03 · UK and UAE
How the rules differ
UK: consent and data
Filming in public is generally lawful, but using an identifiable person commercially means getting their consent and treating their footage as personal data under UK GDPR.
UAE: consent is the law
Under Federal Decree-Law 34 of 2021, capturing or publishing images of people without consent can bring fines from Dh150,000 to Dh500,000 and prison.
Sources: Sprintlaw, filming people in public in the UK · BSA Law, UAE Federal Decree-Law 34 of 2021 · Gulf News, photographing people without permission.
04 · On the day
Collecting releases without slowing the shoot
Illustration (AI).
Send them before the shoot
Models and talent sign with the booking, so nobody is reading small print in the make-up chair.
Use a QR code on the street
A digital form on the person's own phone is faster than paper and doesn't blow away.
One person owns it
A producer or assistant whose job is releases, so the camera never waits.
Match release to footage
Note the time or take number on each release, so the editor knows who signed.
On street interview shoots like our series for Vitzou in London, the release comes before the first question. On fashion shoots like Waterproof in Dubai, it's signed with the booking.
Watch
Shooting with the public
Taking strangers' pictures in London
Asking strangers to take their picture
Skincare on the streets of LondonFAQ
Common questions
What should a model release form include?
Who is involved, what was shot, where and how long the images will be used, any payment, permission to edit, how data is stored, and signatures, including a parent or guardian for under-18s.
Do I need a model release for street photography?
For personal or editorial use in the UK, often not. For brand content or advertising with identifiable people, yes.
Is it illegal to photograph people without permission in Dubai?
Capturing or publishing images of people without consent is an offence under UAE law, with fines from Dh150,000 to Dh500,000 and possible prison.
Can a release form be signed digitally?
Yes. A digital form with a clear record of who signed and when is practical, especially on street and event shoots.
Written by Joshua Swain, who shoots in London and Dubai. This is general information, not legal advice; for contracts, speak to a lawyer.