Language for Photo Permissions
Schools have varying approaches to gathering photo permissions from parents. Some are more successful than others. Below are a few observations that I have made, in terms of what is effective, whilst working with Schools.
Photo Permission covers the consent from parents to allow their child to be photographed and the images used for school marketing purposes. The most successful approach is to make this simple & clear for everyone.
- Have only opt-in or opt-out options. Do not break down photo permission contents into different use categories. This is complicated in practice to work around and opens up the possibility of misinterpretation on behalf of either party.
- E.g. What does 'marketing' cover? Why is the school website different from social media? A simple in or out is clear to both parties.
- Make it clear that in some circumstances their child will be removed from group photographs of group activities. This happens, so it is best to be clear upfront with parents about the reality that they are putting their child in this position.
- Share how images are likely to be used in terms of context. E.g. "The School will not publish names and/or ages of students with photographs at any time"
- Don't let students decide for themselves, the vast majority will say no. It's nice that you want to give 6th form more control over this, but you may lose the ability to market this fact by doing so, ironically.
- Be clear that if the parents have a safeguarding concern then more may need to be done to protect the student than just clicking opt-out on a form. This is an opportunity to learn about any issues if they exist.
Below is some example language that I have seen used very effectively at a school, especially when there was a trend of opting out from marketing materials. This works very well from initial enrollment.
"By enrolling at ______ School, you acknowledge that we may use professional marketing photography images of your child in our marketing materials to promote the school. Images of your child will not be publically associated with their name or age without your written consent. We market on channels such as Instagram, X, School Publications and the School Website.
If you have any specific safeguarding concerns regarding your child, please arrange a meeting with the head to discuss this and additional measures we need to be aware of. We will temporarily remove your child from certain group activities and opportunities which we may wish to market on behalf of the School."
