Non-free content cannot be used in cases where a free content equivalent, with an acceptable quality sufficient to serve the encyclopedic purpose, is available or could be created. As a quick test, before adding non-free content, ask yourself:

1. Template:/span"Can this non-free content be replaced by a free version that has the same effect?" and
2. Template:/span"Could the subject be adequately conveyed by properly sourced text without using the non-free content at all?"

If the answer to either is yes, the non-free content probably does not meet this criterion.

Another consideration for "no free equivalent" are "freer" versions of non-free media, typically which include derivative works. For example, a photograph of a copyrighted 3D work of art will also carry the copyright of the photographer in addition to the copyright of the artist that created the work. We would use a photograph where the photographer has licensed their photograph under a free license, retaining the copyright of the derivative work, instead of a photograph that has non-free licenses for both the photograph and work of art. For a vector image (i.e. SVG) of a non-free logo or other design, US law is not clear as to whether the vectorization of the logo has its own copyright which exists in addition to any copyright on the actual logo. To avoid this uncertainty, editors who upload vector images of non-free logos should use a vector image that was produced by the copyright holder of the logo and should not use a vector image from a site such as seeklogo.com where the vectorization of a logo may have been done without authorization from the logo's copyright holder.