Three things to think about before giving your child’s school permission to put their photos on social media.
If you are a parent of a school student, you may have received a form seeking permission to use your child’s image on school social media accounts. It’s very common for schools to share photos of smiling students on platforms such as Facebook and Instagram. This may be to celebrate the start of term, student achievements, or performances and events at the school.
Schools need permission from parents to publish or disclose students’ personal information, including photos and videos, on any online platform. But research suggests families can lack support and information to provide fully informed consent.
Why Do Schools Post Photos Online?
A recent study showed one of the main reasons schools post on social media is because they believe it’s what parents want. It’s part of marketing their school as a positive place to learn.
However, some parents take a more cautious approach to social media and don’t necessarily want photos of their children made public online.
There is significant community concern about children’s online privacy and their digital footprint—the information trail left about them.
What Are the Risks?
Recently in Australia, the Federal Police warned parents about sharing images of their children online, especially back-to-school photos. They recommended parents blur or obscure the logo of the child’s school and noted that background features can also identify a school or child’s location.
The risks go beyond identification. Photos of children shared online can be used to train AI models or create deepfakes, which are increasingly used in cyberbullying and cyber abuse.
What Are the Rules in New Zealand?
Principles 10 and 11 of the Privacy Act put limits on the use and disclosure of personal information. Schools must look after their students’ information and not release it to third parties unless they have been given clear permission.
Schools also need to be clear about why they are collecting personal information from students and parents. They should be open and transparent about how they intend to use student information—including photos and recordings.
This is why schools need to ask parents for consent at the start of each year, although how they do this varies between schools.
Three Questions to Consider Before You Sign
1. What is the school asking you for?
Many schools ask for bundled consent to use your child’s image in multiple places: the school newsletter, website, annual report, online learning platforms, traditional news media, and social media.
These uses vary significantly in terms of privacy and the potential impact on your child’s digital footprint.
For example, this could include a photo shared securely on an education app, or a public video on Facebook.
Parents have the right to consent to—or decline—specific uses. If the form doesn’t let you specify this, you can contact the school directly.
2. What does the school post?
Before giving or declining consent, take a closer look at the school’s social media accounts and ask:
- How much content is shared, and how often?
- What privacy strategies are in place? (e.g., no names, blurred faces, no identifying details)
- What is the purpose of the posts? Can you see a clear benefit to sharing?
Consider whether the school’s approach aligns with your own family values around privacy and social media.
3. How does your child feel?
Research shows children as young as eight understand the risks of sharing personal information online.
Talking to your child can help them learn about digital footprints and consent. You might ask:
- Are you aware of the school’s social media sites?
- How do you feel about having your photo taken at school?
- Are you told when your photo is taken and where it might be shared?
These forms may seem routine or minor, but if you have any concerns, reach out to your school. They can offer more information and pass on feedback to the education department—especially important as the nature of social media continues to evolve.
By Karley Beckman and Tiffani Apps, Associate Investigators with the Australian Research Council Centre of Excellence for the Digital Child. EDITED AND PUBLISHED WITH PERMISSION FROM THECONVERSATION.COM
