In answer to your first example, Mr CoT, since adaptations are treated on this Wiki as basically another person's point of view taking their own notes (which explains where there are differences), then I would have no problem in including that image for its adaptation (unless the story itself contradicts what is shown in the picture).
Where Sam Jones is concerned- it's always nice to have a face for a character. As the picture itself comes from an official Doctor Who magazine, then I'd have no quarrels (inner or otherwise) towards including this haha. The main opinion I was formulating is that these previews/illustrations/trailers can't be dealt fairly under our infamous four rules. They need preferential treatment. They need their own "four rules", if you know what I mean.
And that's why we have been assembled here haha. To create something that could work equally as well. That was the point I was making- the rules that we have for stories, are not fair when it comes to these non-stories because rule one instantly denies their existence.