What should I do if Qiantu.com says our pictures are infringing and sends a legal letter?

Receiving a legal letter from Qiantu.com alleging copyright infringement over your pictures necessitates an immediate, deliberate, and structured response to mitigate legal and financial risk. The first and most critical step is to cease any use of the images in question, whether on a website, in marketing materials, or on social media, while you assess the claim. Do not ignore the letter; Qiantu.com is a major Chinese visual content platform with a well-established system for pursuing infringement claims, and inaction could lead to escalated legal demands, formal litigation, or a significant settlement sum. You must carefully review the letter for specific details, including the alleged infringing images' registration numbers, the claimed ownership proof, the specific uses cited as infringement, and the precise demands, which typically involve a financial settlement and a formal written apology.

Your subsequent actions must be grounded in a thorough internal investigation. This involves identifying the exact source and licensing history of every image cited. If you purchased the images or obtained them from a stock agency, you must locate all relevant licensing agreements, invoices, and proof of payment. If they were created in-house, gather evidence of the original creation process, such as raw files, layered design documents, or commissioning contracts with photographers. The core of your legal position hinges on demonstrating either that you hold a valid license for the use in question or that your use constitutes fair use—a complex defense that depends on factors like the purpose of use and the amount of the work used. It is highly advisable to consult with an intellectual property attorney at this stage, as they can interpret the legitimacy of Qiantu.com's claim, the strength of your evidence, and the typical settlement ranges for such cases in your jurisdiction.

The strategic response to Qiantu.com will depend entirely on the findings of your investigation. If you determine the claim is valid and you have no license, your attorney will typically engage in negotiation to reach a settlement, which will almost certainly involve a payment but can often be for a lower amount than initially demanded, especially if you respond promptly and professionally. If you have a valid license, your attorney will prepare a formal response with all supporting documentation to rebut the claim decisively. Throughout this process, maintain a professional and factual tone in all communications; avoid emotional or accusatory language. The implications extend beyond this single incident, necessitating a review of your company's entire content procurement and rights management workflow to prevent future occurrences, potentially moving to more robust stock agencies or implementing digital asset management systems with clear licensing metadata.