As the academic year draws to a close, schools eagerly prepare to celebrate the achievements and fond memories of their students with end of year events. Sports days, graduation ceremonies, academic achievements, leavers events - these occasions are a highlight for pupils, staff and parents and sharing on social  media often seems like the obvious way to share that information and celebration.
However, recent incidents, tickets and breaches that we have seen reported through our help desk highlight the critical importance of balancing celebration with data privacy compliance, especially when it comes to photos of children.

We've seen an increase in the number of data breaches reported, not just through the accidental inclusion of children with no photo consent, but also through the inadvertent disclosure about non-photographed children.  This highlights a broader challenge : how can schools effectively share the spirit of their celebrations while adhering to data protection law and safeguarding the privacy of their children?

The Double-Edged Sword of Social Media Sharing

Sharing photos of children on social media for school celebrations offers several benefits:

🥳 it fosters a community spirit.

🥳 allows distant relatives to participate.

🥳 provides visible testament to the school's vibrant environment and can often be a good advert in times of low admissions.

Photos, from which an individual can be identified, are considered personal data.

For schools, using  such images for promotional purposes, including social media, generally requires explicit, informed consent from parents or guardians (and often the child themselves if they are old enough to understand). We'd recommend looking at our photo   consent form for the recommended granularity for consent.

The risks associated with sharing children's photos online are multifaceted:

• Privacy Breaches and Misuse: Once an image is online, schools lose control over who sees it, saves it, or shares it. Photos can be taken out of context, modified, or even used for malicious purposes, including child grooming.

• Identification of Vulnerable Children: For children with safeguarding concerns, or those recently adopted or resettled due to domestic violence, even a seemingly innocuous photo could inadvertently reveal their location or identity to individuals from whom they need protection.

• "Sharenting" Concerns: While schools are held to strict data protection standards, parents sharing photos of their own children on private social media accounts often fall outside of formal data protection laws. However, if these photos include other children, parents should be mindful of seeking consent from other parents and the ethical implications.

• Data Breaches Beyond Photos: The issue extends beyond just photographs. If a school's social media post inadvertently reveals information about a child who wasn't photographed (e.g., in a caption, or through identifying details in the background), it constitutes a data breach. This could involve details about their academic achievements, participation in specific activities, or even their presence at an event, if it contradicts their family's privacy wishes.

Smarter Ways to Celebrate: Prioritising Privacy

Schools can still effectively celebrate end-of-year achievements without compromising student privacy. Here are several alternative approaches:

1. Secure, Private Portals: Instead of public social media, schools can utilise secure, password-protected online platforms or school intranets where parents can log in to view photos and videos. Access can be restricted to verified parents/guardians, and images can be watermarked to discourage unauthorised sharing.

2. Focus on Group Shots from Behind/Over Shoulder: Where possible, capture the atmosphere of an event through general group shots where individual children are not easily identifiable. Photos taken from behind, over the shoulder, or where faces are blurred, can convey the joy of the occasion without pinpointing specific children.

3. Creative Use of Non-Identifiable Imagery: Showcase celebrations through images of hands-on activities, close-ups of projects, decorated classrooms, or even abstract shots that capture the essence of the event (e.g., vibrant colours, movement) without showing faces.

4. Student-Created Content (with permission): Encourage older students (with appropriate consent and supervision) to create digital art, written reflections, or audio recordings about their year, which can be shared more widely without image concerns.

5. Offline Galleries and Newsletters: Create physical photo displays within the school, or compile photo albums and distribute them directly to parents via secure means (e.g., parent comms, printed newsletters).

6. Highlighting Achievements without Specifics: Celebrate successes by focusing on the overall achievements of a class or year group, or by mentioning types of activities undertaken, rather than individual names or detailed accounts that could identify non-photographed children.

7. Clear Opt-Out Mechanisms and Communication: Schools should have a robust and clearly communicated photography policy at the start of each academic year, with granular consent.

The Path Forward: Balancing Enthusiasm with Responsibility

The enthusiasm to share school celebrations is understandable and often comes from a place of pride and community. However, in an increasingly digital world, schools bear a significant responsibility to protect the personal data and privacy of their students. By adopting more secure and privacy-conscious methods for sharing end-of-year memories, schools can continue to celebrate their communities without inadvertently exposing children to unnecessary risks or facing the serious repercussions of data breaches. The focus should always remain on the well-being and safety of every child, ensuring that their celebrations are remembered for joy, not for privacy concerns.

Review our Social Media & Marketing best practice area for more information.