Images and videos
Source: gov.uk (2025-12-01)

Add an image or video to GOV.UK.

Images

Choosing an image

These formats will always display a lead image at the top left-hand side of the document:
- news articles
- speeches
- fatality notices
News articles always have a lead image. If you add images, you have to make one the lead image. If you do not add any images, the default image for your organisation will be used.

When you tag a speaker to a speech, their profile image will appear as the lead image. You cannot select a different lead image.

Using a lead image for a case study is optional. If you want a lead image, you can either select the default image for your organisation or add a new image to use.

A fatality notice has a default lead image. You cannot select a different lead image.

You can add images to the body copy of:
- news articles
- speeches
- case studies
- fatality notices
- detailed guides
- consultations
- groups
- publications
- HTML publications
Find out how to make images accessible and check the copyright standards in the Images chapter (https://www.gov.uk/guidance/content-design/images) of the content planning manual.

Formatting an image
- You can upload jpg, png, svg and gif files to GOV.UK. Only use SVGs for images that contain information like charts and diagrams.
- Images for documents need to be a minimum size of 960 pixels wide by 640 pixels high at 72 dpi (dots per inch). You can upload images that are larger and resize them after uploading. For images in other parts of Whitehall, such as organisation pages, images must be 960 pixels wide by 640 pixels high at 72 dpi. SVGs can be any size and do not need resizing before uploading.
- For images with a white background – such as ministers’ portraits – add a light grey overlay to help them stand out from the website background.
- Avoid putting borders around images: the image should go right to the edge of the frame (called ‘full bleed’).
Image file names

You must give images a meaningful, unique file name before uploading. This helps it to show up in search results. The file name also becomes part of the Markdown code so it will help you to recognise the image. Do not use special characters in the file names. A good example would be delegates_at_COP_2022.jpg for a picture of delegates from the climate change conference.

Creating an SVG file

Use the SVG (scalable vector graphic) format to publish images that contain useful information, for example diagrams, charts or infographics. The SVG format scales well, without pixellating, for people who zoom in using magnifying software.

To create an SVG, the tool you use to create graphs and charts must have a ‘save as SVG’ or ‘export as SVG’ option. Changing a bitmap file type into an SVG does not make it scalable - it must be done from the source file.

There are several free tools you can use to create SVGs. Some examples include:
- diagrams.net (https://app.diagrams.net/)
- draw.io (https://drawio-app.com/)
- Figma (https://www.figma.com/login)
- Inkscape (https://inkscape.org/)
- Gravit Designer
Your organisation may already be using a paid tool which can create SVGs. Some examples include:
- Adobe Illustrator
- Affinity Designer
- InDesign
- PowerPoint (newer versions only)
- Sketch
Uploading an image
- Select ‘Edit draft’ on the document you want to add an image to.
- Go to the ‘Images’ tab.
- Select ‘Choose file’ and pick the images you want to add, or drag and drop them. You can choose multiple images at once. Select ‘Upload’.
- Select ‘Edit details’ to crop or resize the image (if needed) and to add captions and credits. Find out when to use captions and credits in the images chapter (/guidance/content-design/images) of the content planning manual.
Positioning images on a page

You can position images within a document using Markdown.

To add images using Markdown:

Copy the Markdown code shown next to the image including the square brackets. The Markdown code is made up of the image file name and the image format type, for example [Image: larry-the-cat.jpg] is a JPG file named larry-the-cat .

Paste or type the Markdown code in the body copy where you would like it to appear. Check the images are in the right place by using the ‘Preview’ button.

Attributing images

Read the copyright standards in the images chapter (/guidance/content-design/images) of the content planning manual to find out when you need to attribute your image.

Add the attribution text to the ‘Caption and credit’ field when uploading an image, or at the bottom of the page where the image appears. You cannot currently add a credit to featured images or your organisation’s default image.

For Creative Commons images, you need to include:
- the image creator’s name
- a link to the original image
- the name of the specific Creative Commons licence that applies (like Creative Commons BY-NC-ND 3.0)
- a link to the specific Creative Commons licence
- details of any changes you’ve made to the image, like if you’ve cropped it or changed the colours
- the title of the image, if the image has a Creative Commons licence prior to version 4.0
For example:

[Title of image] (link to the image) by [John Smith on Flickr] (link to the account). Used under Creative Commons BY-NC-ND 3.0 (http://www.creativecommons.org/licenses/by-nc-nd/3.0/). Cropped from original.

Publishing accessible diagrams, charts and infographics

Use the SVG (scalable vector graphic) format to publish images which contain useful information, for example diagrams, charts or infographics.

For more on this, see the section on graphs, charts, diagrams and infographics in the Images chapter (https://www.gov.uk/guidance/content-design/images) of the content planning manual.

Videos

We usually do not recommend using videos or animations on GOV.UK to explain concepts or processes.

On GOV.UK, we should be able to explain things clearly and concisely for the general public in words. If it’s hard to explain clearly, it’s a sign that the concept or process itself needs simplifying.

We’ve found that videos about concepts or processes often:
- duplicate written content, so they add to a user’s cognitive load (https://www.nngroup.com/articles/minimize-cognitive-load/)
- make it harder for users to scan for the information they need
- do not work for less visual concepts - such as tax
- are watched by a small proportion of users
- often have calls-to-action that link users back to the page the video is on, creating a circular user journey
Videos also:
- take longer to load than text on slow internet connections
- use more data, which is especially an issue for users on mobile phones
- are expensive and slow to produce
- are less search-friendly than text
- are harder to update, so they can become out-of-date and inaccurate quickly
If you’re thinking about using video, check if you can address the problem or issue with words first. It’s easier and quicker for users to find the information in text rather than in video.

If you’ve created a marketing or campaign video, it’s best to publish it on social media channels, then link users to content on GOV.UK.

Adding videos to Whitehall content

You can either:
- embed a video, if it’s hosted on YouTube – users will only see the embed if they’ve accepted the ‘communications and marketing’ GOV.UK cookie (https://www.gov.uk/help/cookies)
- add a link to a video
Find out how to add videos to content (/guidance/how-to-publish-on-gov-uk/markdown#video).

Making videos accessible

Make your video and audio content accessible by doing the following:
- add a descriptive title
- add closed captions
- provide a transcript
- provide audio description if the video includes important visual information not spoken in the original audio
Captions, transcripts and audio descriptions are important for users with access needs. They also benefit users without a disability, for example users who do not have English as their first language.

Video titles

Make sure the video title describes the topic or purpose. The title is used for the page title within the iframe and for a heading which is visible when a video cannot load.

Closed captions

Use closed captions. They can be hidden or shown by the user.

You can add or edit captions in your YouTube videos in YouTube Studio. YouTube will provide automated captioning. Do not rely on automated captioning to get everything right.

Go through the automated captioning and check the following:
- captioning is in sync with the person speaking
- there are no spelling mistakes
- it has captured the correct words, paying special attention to uncommon words or phrases
- captions identify who is speaking
- captions include important information conveyed through sound, including meaningful sound effects
Make sure you select the correct language, especially if your default language is English but the video is in another language.

If the video is hosted on a site which requires the caption in a .srt, .vtt, or, .sbv file, you can download the caption file in YouTube.

Transcripts

Transcript is a text version of the video content.

Transcripts:
- let users scan or annotate content without replaying the video
- help search engines and AI assistants find the content in the transcript
A transcript needs to include all important audio and visual information in the video so that all users can understand the content that’s in the video from the transcript.

Example 1:

If you are showing a diagram which is not explained verbally in the video, you will have to describe the diagram. Without this information, the video would make little sense to visually impaired users. You will also need to make sure this is captured in the audio description.

Example 2:

At the end of a press conference, if there’s an important handshake between ministers which signals the closing of a deal and the reporter does not say this, you’ll need to describe it in the transcript.

If your video is on YouTube, the transcript appears below the description of the video, where a “Show transcript” link appears’.

If your video is hosted outside of YouTube, make sure you provide the transcript in HTML and link to the transcript on the page the video is on.

Audio-only recordings, like podcasts, also need a transcript.

Audio description

Audio description provides a spoken explanation of the visual elements in the video.

Audio descriptions are essential for making video content accessible to people who are blind or visually impaired. They can also be helpful for people with cognitive disabilities.

Like with transcripts, if your video has visuals which are important in understanding the context, you’ll need to describe this verbally in the audio description.

Example:

If you show a user journey of a new service or product, you’ll need to describe the journey so everyone has access to the context.

You must make sure that any important information that affects people’s understanding of the video is explained verbally, not just through imagery.

Videos with text only

If your video is text-based, you’ll need to provide an alternative. You can add a voice-over or transcript. This will help users who may be unable to see the video or have issues with understanding content or language.

Flashing images

You should not use flashing images in videos as they can trigger a seizure.

Flashing refers to any large and bright content that flashes more than 3 times in one second. Users will not be able to switch off the flashing before it can trigger a seizure.

If it is not possible to edit out the flashing, you need to include a trigger warning on the page and in the video.

Background audio

When your video has mainly speech in the foreground, make sure you have either no or low background audio (https://www.w3.org/WAI/WCAG21/Understanding/low-or-no-background-audio.html).