When you are taking a picture that is going to be used in advertisement you need to have a model release form, which explains that money that shall be paid to them for the photos.
If an image you're using already exists you must get permission from the copyright holder to use it for commercial use.
Generally, if you did not take the photo, you are better off to get permission, especially if you are using the photo to earn money, like in advertisement. If it’s not for a money making endeavor, and the photo is a protected work, you may be able to use it under a thing called "Fair Use".
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