We add bleed in most cases. If an image is short, then its a judgment call as to whether or not you move the image, scale it up, or clone image to make bleed.
Thanks for all the replies, we always add bleed, however I have been told that most digital companies do not, they just undercut. I was wondering if this is true!
Undercutting is more time and money. Or we cut to trim and let our clients know that they might see white.. We charge to add bleeds. 90% of our PDF files we receive have no bleeds!!
We will try and add bleed if possible. A lot of PDF's provided don't have it. So, if we can, we'll scale 101%. If not, we'll undercut. Most of our digital runs are not that big so we can usually get away with it.