Displaying a physical artwork is one thing; sharing its image online is another. A gallery may display a painting in its exhibition space, but the moment it wants to post a photograph of that painting on its website, in an online catalogue, or on social media, a different economic right is involved – .
In many countries, even when a gallery owns the original artwork, it may still need separate authorization to share its image online. The same principle often applies to virtual exhibitions, livestreamed events, or any video footage in which the artwork appears in the background: such uses allow people to access the work remotely, which is why they are treated as communication to the public rather than .
Communication to the public is one of the artist’s exclusive economic rights. It covers the digital and technological ways in which art is shared with audiences. This right allows artists to decide when representations of their works are transmitted or made available to people beyond a private circle—whether through broadcasts, online platforms, or on-demand access. Someone may view the work live (for example, during a televised event) or later, from any place and at any time they choose. Common examples include uploading images to a museum website or digital archive, streaming a virtual gallery tour, posting artwork on social media, or showing artworks in online exhibitions or educational videos.
Why It Matters for Visual Art
Digital access is central to how audiences encounter art. Artists, museums, and galleries typically want to manage not only how a work is displayed on-site, but also how its image is shared across the internet, broadcast media, and digital archives. Clear rights agreements help protect reputation, ensure proper attribution, and support sustainable licensing practices.
For more information read our topic on Agreements and Arrangements.
Ask yourself: If my artwork is shared digitally, on a website, in a virtual tour, or on social media, have I given permission for that use, or have I only agreed to its physical display?
Image credit: 3DSculptor