The best way to advertise your tour is by showcasing the crowds of smiling customers you greet every day. Candid photos of people genuinely enjoying themselves are proof of what your business delivers, and they inspire future guests to hit “book now.” But how do you make sure your customers are comfortable with that?
Depending on your legal responsibilities, how you ask customers for permission to use their photos may need special consideration, and a photo release waiver is often the simplest way to get that consent on record. Wherewolf gives you a few ways to build one into your visual brand story, so choose the right one carefully. Consider your unique business obligations, and if in doubt, seek legal advice.
Ask For Explicit Permission
If you plan to use photos on your website homepage, brochures, or other marketing material, asking permission upfront can help you avoid difficult conversations later. Some customers visit for a personal experience they don’t want shared widely, and that kind of privacy intrusion causes real headaches. Adding an “opt in” or “opt out” question keeps your customers’ liability agreement and photo permission secured in one document. For example:
“Photos taken on this tour may be published to our website, social media, or other material. Do you consent for images and/or videos of you to be marketing and/or promotional purposes?”
Remember: if you include this option, you have to follow through. Track your customers’ responses and honor their choice. Collecting this information ahead of time lets your team frame their shots and avoid photographing your more private customers.
Incentivise Participation
Nothing sparks a customer’s interest like an incentive.
Think about a fun prize, like free merchandise or a discount, and run a monthly draw for your customers. Ask them to opt in to photo release for a chance to win.
“We regularly take photos during this experience and share these to Facebook. If you see yourself in one of our photos, tag yourself in the comments to go into a monthly draw to win one of our cosy beanies! We’ll email you if you win. To request that photos of you are not published to Facebook, please opt out here”
Just like the first opt-in option, check customer responses before posting photos of anyone who wants to stay out of the spotlight. Pay close attention to what your customers want, and act on it.
Include A Clause In Your Photo Release Waiver
If a clause in your waiver terms does the job, it’s simple to implement and removes the guesswork about what photos you can or can’t post. A clause like this can help:
“I consent to photographs taken of me during my participation in the tour, and to publication of the photographs by the Operator for advertising, promotional and marketing purposes. I assign a non-exclusive, royalty-free license to use, for any purpose, photographs submitted by me to Operator and any photographs taken of me during my tour. I waive my right to inspect or approve the eventual use of such photographs.”
Striking the right balance means writing the right photo release waiver. Check your local legislation and keep your business protected. Customers are more aware than ever of how much of their life ends up online, and one social media post isn’t worth the trouble.
Wherewolf leads the way in digital liability waivers.
Chat to our team about your specific needs and find out if we’re the right fit for you too.