Fair use is a bit challenging in that each situation must be considered individually using the guidance of the four factors below in determining "fair use" of a particular work.
As a general matter, educational, nonprofit, and personal uses are favored as fair uses. Making a commercial use of a work typically weighs against fair use, but a commmercial use does not automatically defeat a fair use claim.
"Transformative" uses are also favored as fair uses. A use is considered to be transformative when it
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In general, published works and factual, non-fiction works are more likely to qualify for fair use. Unpublished works tend to receive more copyright protection because the law values the creator's right to decide how and when to distribute a work. Likewise, "highly creative" works (e.g., poetry, art, entertainment film, fiction novels) tend to receive more protection than factual, non-fiction works (e.g., documentary films, informational displays, educational texts) because the law seeks to provide maximum protection to a creator's artistic effort.
This does not mean, however, that unpublished works or highly creative works can never be used without permission. A determination of fair use depends on the balance of all four factors.
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The law does not set bright lines or absolute limits on how much of a work may be used to be considered fair use. Generally, the less of a work you use, the more likely it is to fall under fair use.
However, it is important to be aware that the this factor considers not just the quantity of what is used but also qualitatively assesses whether the use includes the so-called "heart of the work." Even small portions may exceed fair use if the most notable or creative aspects of a work are used.
While using an entire work is less favored under the amount factor, there are nevertheless many instances in which doing so will still qualify as fair use. If you have a legitimate need to use an entire work--e.g. an image that is being critiqued in a scholarly presentation--this may be appropriate and permissible as a fair use.
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The final consideration is whether the use results in economic harm to the creator or copyright owner. In evaluating this factor, it is important to consider not just whether your particular use has a negative impact, but also whether widespread use of the same type would have an effect on the work's potential market.
Courts have established that licensing is part of the potential value of a copyrighted work; evaluating this factor may require an investigation into whether there is a reasonably available licensing mechanism for the work. If so, this weighs against relying on fair use.
On the other hand, use of works that are considered "out of commerce" (e.g., out-of-print books) is more likely to be considered fair use.
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