Europa League Qualification, Malmö FF, press conference

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When using images in advertising or in any other context that is not considered editorial use, you must by law obtain permission from the people appearing in the image to use it. If the image is free to publish, this is stated in the caption. Otherwise, you as the picture user must obtain this permission on a case-by-case basis.

Sometimes you also need to get permission from clubs or sports federations if the image contains their brands or logos.

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