Systems and methods for automatic display of scaled and/or resized images that fit within pre-defined areas in a web browser are disclosed. The method may be implemented using an image scaling JavaScript component embedded within a HTML document. Upon resizing the a client document browser in which the document is displayed, the component is resized and requests, receives and redisplays a resized image within the resized component from a server. By having the server perform the resizing, the resized image not only fits within the resized component but also maintains the quality of the image without the need for special client-side software.