Freedom of Panorama & Right to One's Own Image
Freedom of panorama under section 54(1)(5) of the Austrian Copyright Act permits photographing and publishing works of architecture as built, and other works of fine art from copies made in order to be permanently located in a public place. Separately, the right to one's own image under section 78 protects depicted persons against publications that harm their legitimate interests.
In practice
For companies this means that photographs of buildings and artworks permanently located in public space, taken from a generally accessible vantage point, are largely unproblematic in copyright terms, with exceptions including rebuilding a work of architecture and reproducing a sculpture as a sculpture. As soon as you shoot from private ground, from the air or indoors, or make the building itself the advertising motif, have the individual case examined. People in the frame are a different matter: identifiable persons require particular care, especially where the photo appears in a context that is demeaning or appropriates them for advertising. Obtain written consent for staff and customer photographs naming the channels and duration, and agree what happens when someone leaves. Note that the GDPR applies alongside copyright as soon as individuals are identifiable. Rules abroad are sometimes stricter, so do not rely on Austrian law when shooting outside the country.