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In short, Wikipedia media (with the exception of "fair use" media—see below) should be as "free" as Wikipedia's content—both to keep Wikipedia's own legal status secure and to allow as much re-use of Wikipedia content as possible. For example, Wikipedia can accept images under CC-BY-SA (Attribution-Share Alike) as a free license, but not CC ...
Correct misinterpretations of free images. One of the main complaints about free images is lack of quality when compared with a promotional images. That is not true: there are very good free images as shown by Wikipedia:Featured pictures. In the case of replaceable images, it is possible that a promotional image will look better than free versions.
At each step, the larger general community of wikipedia will be made aware of the image's status, in an attempt to gain additional people to work on acquiring free images. A new promotional image template is created, detailing that the image is a promotional image, and there are exceptional grounds for keeping this image.
You can use (free) images from Wikipedia on your own site, or anywhere you like. You can use images that are freely-licensed images, provided you comply with the individual image' s license terms. While all article text is licensed under the GFDL, free images have several free content licenses to choose from.
Asking news agencies for free images is unlikely to succeed. Private individuals that have pictures on their homepages or online photo albums are much more likely to grant permission if asked nicely. See if there is an email address associated with the photo, or if the webmaster's e-mail address is available on the site.
The single use of a non-free image in any article is already considered quite an exception to WP:COPY#Guidelines for images and other media files and can be fairly hard to justify; so, the use of additional non-free images or additional uses of the same non-free image is seen as being even more exceptional and even harder to justify.
If the image is tagged as Fair use, then most probably you cannot.See the Fair use section for more details. You can for all other images released under the Creative Commons Attribution-Sharealike 3.0 Unported License or a similarly free license provided you abide by the license conditions – include a link back to the wikipage for that picture or to the creator's website and license any ...
However, images that are overly promotional may be deleted. Be aware that PR copy is almost always inappropriate in tone for Wikipedia, even if released for use under the CC BY-SA. The tone of a Wikipedia article must always be neutral, but promotional materials have an inherently non-neutral tone.