A photograph can be taken in seconds. A video can be uploaded with one tap. Within minutes, an image may be viewed, downloaded, copied or shared by people the person in it has never met.
But just because we can share an image does not automatically mean we should. Behind every photograph, video or voice recording is a person whose privacy, dignity and wishes deserve consideration.
Digital consent means taking the time to consider whether someone has agreed to the way their image, voice or personal information is being captured, used or shared. It is an important part of online safety, responsible media, safeguarding and respectful digital behaviour.
What is digital consent?
Digital consent is about respecting a person's choice when their image, voice, personal information or other identifying content is recorded, used or shared digitally.
This might include:
- Posting a photograph of a friend on social media.
- Uploading a video of someone at a party, event or workplace.
- Sharing screenshots of private conversations.
- Publishing an interview or voice recording.
- Using someone's photograph to promote a business or organisation.
- Uploading an image to an AI tool to edit, analyse or transform it.
- Creating or sharing an AI-generated image that resembles a real person.
Consent is not simply a technical box to tick. It involves understanding what is being proposed, having a genuine opportunity to make a choice and respecting that choice.
Taking a photograph is not the same as having permission to share it
One of the most common misunderstandings online is the belief that if someone allows a photograph to be taken, they have automatically agreed to it being posted publicly.
These are different decisions. Someone might be comfortable with a photograph being taken for a personal memory but not want it uploaded to a public account, included in promotional material or circulated beyond their friends.
Before sharing an image, consider asking:
- Is the person comfortable with this particular image?
- Have they agreed to it being shared with this audience?
- Have I explained the purpose, especially if the image is promotional?
- Could the image reveal private information or expose the person to risk?
- Would they still feel comfortable if the image were copied elsewhere?
An image shared with a small group can be copied or forwarded beyond that group. It is worth considering this possibility before posting.
Why consent matters on social media
Social media makes it easy to share everyday moments, celebrate achievements and promote community activities. However, the speed and reach of these platforms can make it difficult to control where content goes once it has been published.
Sharing an image without permission may cause embarrassment, distress, family conflict, bullying or unwanted attention. In some circumstances, it can also create safeguarding or security risks.
For example, a photograph taken at an event might reveal a school logo, a workplace, a location, a person's routine or other identifying details. A caption may unintentionally disclose information that the person would prefer to keep private.
Even when a post is intended as a joke or a celebration, the person shown may feel differently. Good intentions do not replace the need to consider another person's wishes.
Children and young people: extra care is essential
Images of children and young people deserve particular care. Parents, carers, schools, clubs, charities and other organisations should think carefully about how photographs are collected, stored, used and shared.
Where appropriate, organisations should explain their image policies clearly to parents or carers and to the children themselves. They should follow applicable safeguarding and data protection requirements and consider the child's own wishes, age, understanding and circumstances.
A parent's permission should not be treated as a reason to ignore a child's discomfort. Children should be encouraged to say if they do not want a photograph taken or shared, and their concerns should be taken seriously.
Before publishing images of children, consider:
- Whether there is a clear and appropriate reason for using the image.
- Who will be able to see it and where it will appear.
- Whether names, locations, uniforms or other identifying details should be omitted.
- How the image will be stored and who can access it.
- Whether the child or young person has expressed any concerns.
- How requests to withdraw permission or remove content will be handled.
A blanket assumption that every child at an event can be photographed and featured online is not a safe approach. Organisations should have clear procedures for recording and respecting image-sharing preferences.
Digital consent and disabled people
Disabled people have the same right to privacy, dignity and choice as everyone else. A disability, communication difference or need for support does not automatically mean that someone cannot make decisions about their own image.
Some people may need information presented in an accessible format, additional processing time, communication aids or support to understand how an image will be used. The appropriate approach is to make the decision-making process accessible rather than assume what the person wants.
For people who communicate without speech, staff and organisations should consider the person's established communication methods, preferences and individual support plan. Silence, lack of speech or difficulty expressing a response should not automatically be interpreted as agreement.
Organisations supporting disabled people should consider:
- Explaining the purpose of photography in accessible language.
- Offering suitable communication aids or visual explanations.
- Allowing enough time for a person to express a preference.
- Respecting signs of discomfort and following safeguarding procedures.
- Avoiding unnecessary disclosure of diagnoses or support needs in captions.
- Making sure promotional content represents people respectfully.
A person's support needs should never be used as an excuse to overlook their dignity or treat their image as belonging to an organisation.
What about photographs at public events?
Public events can make image consent more complicated. People may attend concerts, festivals, demonstrations, community celebrations or sporting events where photography is common.
Being present in a public place does not mean every possible use of a person's image is automatically appropriate or lawful. The circumstances, purpose of publication, expectations, applicable privacy and data protection rules, and the person's situation may all be relevant.
Event organisers and media teams should communicate their photography arrangements clearly, provide a practical way for people to raise concerns and take reasonable steps to respect agreed restrictions. Where images are being used for marketing, identifiable people are featured prominently or sensitive circumstances are involved, a more careful consent and privacy process may be necessary.
Journalists, photographers and content creators should also consider the public interest, the context of the image and the potential harm publication could cause. The fact that an image can be accessed online does not automatically give everyone permission to reuse it.
AI-generated images and deepfakes make consent even more important
Artificial intelligence has made it easier to edit photographs, change faces, imitate voices and generate convincing images of people doing things that never happened.
These tools can support creative projects, but they can also be used to humiliate, mislead, impersonate or harass someone.
Examples of harmful uses include:
- Creating a fake image that makes someone appear to be somewhere they never visited.
- Making an image that falsely suggests a person said or did something.
- Cloning someone's voice to impersonate them.
- Using a person's likeness in sexualised or degrading content without consent.
- Uploading private photographs to an AI service without considering privacy and permissions.
The fact that an image is AI-generated does not remove the harm it may cause to a real person. Labelling a deepfake as artificial may help prevent deception, but it does not automatically make its creation or distribution acceptable.
Before using someone's likeness in an AI project, consider whether you have appropriate permission, whether the use could be misleading or harmful, and whether the service will retain or reuse the uploaded material. Do not assume that an image found online is free to upload into any tool or use for any purpose.
What if someone shares your image without permission?
If a photograph, video or recording of you has been shared in a way that concerns you, there are practical steps you can take.
- Keep relevant evidence. If it is safe to do so, record the post URL, account name, date and relevant screenshots. Avoid forwarding harmful material unnecessarily.
- Ask for removal where appropriate. You may wish to contact the person who posted it and clearly explain that you do not agree to the use and want the content removed.
- Report the content. Use the platform's reporting process if the post violates its rules, invades privacy, involves harassment or contains abusive material.
- Seek support. If the issue involves bullying, threats, a child, a vulnerable person or sexual imagery, contact an appropriate safeguarding lead or support organisation. Report immediate danger to the emergency services.
- Consider specialist advice. Some situations may involve data protection, privacy, copyright, harassment or criminal law. The relevant rules depend on the facts and jurisdiction.
If intimate images have been shared or threatened, particularly where a child is involved, seek specialist help promptly. Do not download, copy or circulate sexual images of children. Report the material to the relevant platform and appropriate authorities.
Is sharing an image without consent always illegal?
Not every instance of sharing an image without permission is automatically unlawful. The legal position depends on factors such as the image, how it was obtained, the purpose of sharing, privacy expectations, data protection obligations, copyright, the people involved and the circumstances of publication.
Some uses may breach privacy or data protection law, infringe copyright, violate platform rules or amount to harassment or another offence. Specific rules also apply to certain intimate images and material involving children.
In the UK, organisations using identifiable photographs as personal data may need to consider data protection law, including whether a lawful basis applies and whether the use is fair, transparent and proportionate. Consent is one possible lawful basis, but it is not the only one in every situation.
This means that digital consent is both an ethical responsibility and, in some circumstances, a legal issue. Anyone dealing with a serious dispute should seek advice relevant to their circumstances rather than assume that one rule covers every situation.
How organisations and content creators can do better
Organisations, charities, schools, employers, event organisers and media publishers can build trust by establishing clear and accessible image-sharing practices.
- Explain why images are being collected and how they may be used.
- Use appropriate consent and privacy procedures for the circumstances.
- Make image preferences easy to communicate and record.
- Limit access to stored images to people who need it.
- Avoid publishing unnecessary names, locations or sensitive details.
- Provide a clear contact route for concerns and removal requests.
- Train staff and volunteers in safeguarding and responsible media practice.
- Review third-party platforms and AI tools before uploading personal images.
- Respect copyright and other rights as well as privacy.
Good practice is not just about obtaining permission once. It is about using images in ways that match the purpose explained, respecting reasonable expectations and responding appropriately when circumstances change.
A simple digital consent checklist
Before you post, upload or forward an image, pause and ask yourself:
- Have I considered the wishes of the person shown?
- Do I have appropriate permission or another valid basis for this use?
- Is the audience and purpose clear?
- Could this reveal private or sensitive information?
- Could the image embarrass, mislead, endanger or exploit someone?
- Have I considered the extra safeguards needed for children or vulnerable people?
- If AI tools are involved, have I considered how the image will be processed and stored?
- Would I be comfortable explaining this decision to the person concerned?
If you are unsure, pause before sharing. Asking a question or choosing not to publish an image can prevent harm and protect trust.
Final thoughts: respect people, not just the content
Digital media gives us powerful ways to tell stories, celebrate communities, share creativity and document everyday life. But people should not have to sacrifice their privacy or dignity simply because a camera or social media platform is available.
Digital consent begins with a simple principle: consider the person behind the image. Ask where appropriate, explain how content will be used, respect individual choices and take concerns seriously.
A responsible digital culture is not built on sharing everything we can. It is built on making thoughtful choices about what we share, why we share it and how those choices affect others.
Further information and trusted resources
- Information Commissioner's Office (ICO) — information about personal data and data protection rights.
- GOV.UK: Data protection — UK government guidance and information.
- Childline — support and advice for children and young people.
- CEOP Safety Centre — advice and reporting information relating to online child sexual abuse.
- NSPCC: Online safety — guidance for keeping children safe online.
Disclaimer: This article is for general information and awareness. It is not legal advice. Requirements will depend on the circumstances and the law that applies.
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