Hi Peter -
Even a free photo exhibit may very well be promotional (if the artists sell or have ever sold their images for instance), and unauthorized use of an image on a book cover (either the shooter or the subject) can result in a substantial judgement against you unless you are giving the book away for free!
You cannot profit or endeavor to profit from the use of someone's likeness (or voice) without their express, explicit (written) permission. The only legal use without permission is if it is taken from a public place for news purposes (fair use/the public's right to know) or for completely non-commercial (including non-promotional) private use.
Eric Goldstein
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Yes, I meant "advertising" in a broad sense. A photo exhibition is not promotional, but a poster advertising the exhibition can be, and IS, if you sell tickets. An image in a book may not be, but one on the cover IS!
PJN
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