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Sun, August 3, 2025 | Estimated reading time: 3 Minutes |Written by: Kontainer
What do the rules say?

Using images for marketing

It's very user-friendly in the media library for public organizations
Using images for marketing is an effective way to draw attention to your company and brand, but of course requires compliance with applicable data protection regulations. According to the GDPR, images of identifiable people are considered personal data. This means that certain requirements apply to the use of these images and that the appropriate consent must be obtained where necessary.

With Kontainer's Photo Consent Tool, this process becomes much easier. The tool enables GDPR-compliant consent to be obtained and managed directly in the media bank.
Consent tool for handling digital consents in DAM

When is image consent required?

The rules depend on the type of image and their use. The guidelines described here are based on Danish rules and practice. As the rules vary from country to country, you should always check the legislation that applies where you operate.

In general, a distinction is made between situational images and portrait images.

Situational images show an activity or situation, such as guests at a concert or children playing in a schoolyard. These images can often be used without consent if the people depicted do not feel exposed, exploited or hurt. Please note, however, that consent is usually required for shots taken in the workplace or in shops.

Consent is always required for portraits depicting one or more specific people. With Kontainer’s Photo Consent Tool, you can quickly create and send digital consent agreements so you can be sure that you are complying with the law.

How to comply with the rules in practice

To avoid legal complications, your company should always make sure that consents and image rights are in order. Consent must be specific and informed so that it is clear how and for what period the image may be used.

With Kontainer’s Photo Consent Tool, you can handle this effectively. The tool enables you to:

  • Create precise consent agreements with defined conditions
  • Manage the status of consents and receive notifications when agreements expire
  • Link images directly to the associated consent forms for complete documentation

By digitizing the process, you save time and ensure that your company always complies with the regulations.

Face detection and recognition in Kontainer Digital Asset Management
Consent tool for handling digital consents in DAM

How to handle consent objections?

If a person wants an image or their consent removed, they have a right to object. It is the responsibility of the data controller to assess whether the image can be removed and handle the request accordingly. Kontainer’s tool allows you to quickly identify images using its self-hosted, secure AI facial recognition and update consent statuses with just a few clicks.

This feature helps minimize conflicts and ensures that you always have control over which images can be used in which context.

Avoid unnecessary risks with the right tools

Ensuring GDPR compliance can seem complex, but Kontainer’s Photo Consent Tool makes it much easier. The tool helps companies organize the entire process from collecting to managing consent.

Whether for situational or portrait photography, the tool offers features such as:

  • Digital templates for consent forms
  • Automatic updating of rights and expiration dates
  • Advanced search and tagging so you can quickly find and manage images

With this solution, your company can both strengthen marketing while ensuring full compliance with data protection regulations.

Master the rules and strengthen your marketing

Using images in marketing requires thought and planning. By incorporating a tool like Kontainer’s Photo Consent Tool, you can easily and securely manage consent and image rights. This not only gives you peace of mind, but also a more professional approach to data protection.

Get in touch

Book a non-binding meeting

We would love to give you an online presentation – 100% commitment-free.

Our experts will introduce you to our Photo Consent system. See how Kontainer can help with:

  • GDPR compliant software
  • Terms and usage types
  • Obtaining consent
  • Storing agreements
  • Renewing agreements
  • Linking images and agreements



FAQ

Can I use images of my employees for marketing purposes without their consent?

No, written consent is always required for portrait photos of employees, as these are personal data within the meaning of the GDPR.

Can I use photos of customers without their permission?

It depends on the situation. For portrait photos, consent is always required, for situational photos, use without consent is possible if the people do not feel exploited or violated by it. For customers in the workplace or in stores, consent is usually required. Please note that this distinction is based on Danish practice, so always check the rules in your own country.

How can Kontainer's Photo Consent Tool help with marketing?

The tool makes it easy to create, manage and document consents so you can use images in marketing without worry. It also helps with complying with expiration dates and updating rights.

What happens if a person later regrets using their image?

If a person wants to withdraw their consent, the image must be removed unless a binding written agreement has been made about its use. Kontainer’s tools can help to handle such situations quickly and efficiently.

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