Delta the latest to break limits with photo rights via hashtag

Delta Airlines is the latest in a long line of companies that have excessive and blatant rights in a program that uses Instagram hashtags. The company claims massive rights to all images tagged using #SkyMilesLife.

Excessive corporate infringement of photographers’ rights is not uncommon and has occurred on numerous occasions over the past decade. In 2015, the New York Times published an article that raised awareness of the situation where brands will post this type of user-generated content without explicit permission by hiding detailed and complicated terms behind fine print and using social media hashtags to do so.

In 2019, Hilton Hotels was caught in a similar situation. The Museum of Modern Art (MoMA) also recently asked photographers to share photos on Instagram under monthly themes, but claimed many more rights than initially appeared.

This time, Delta Airlines asked its customers to share photos of their favorite moments and tag #SkyMilesLife for a chance to be featured by the company’s social media presence and to “inspire” others. to travel around the world.

On the surface, this is a nice and harmless gesture, but Delta – which advertised the program on billboards at airports, as David Bergman sees it via an Instagram story – postponed the call to share. with fine print indicating that Delta would obtain substantial rights to these images:

By tagging photos using #SkyMilesLife and / or #DeltaMedallionLife, User grants Delta Air Lines (and those they authorize) a royalty-free, worldwide, perpetual, non-exclusive license to publicly display, distribute , reproduce and create derivative works of the submissions (“Submissions”), in whole or in part, in any media existing or subsequently developed, for any purpose, including, but not limited to, advertising and promotion on Delta websites, commercial products and any other Delta channel, including but not limited to #SkyMilesLife or #DeltaMedallionLife publications. Delta reserves the right to use or not use content marked #Skymileslife and / or #DeltaMedallionLife and the user will not be entitled to compensation if the photo is used.

User grants Delta (and those it authorizes) the irrevocable and unlimited right to use, reuse, publish and republish, as well as the copyright in its performance, likeness, image, portrait, photograph, in any media format, in full or partial and / or composite representations, in conjunction with my name, including alterations, modifications, derivations and composites thereof, worldwide and in the universe for advertising, promotional, commercial or lawful purposes.

The above are just two sections of a fairly detailed set of paragraphs that transfer the rights to photos in a way that most photographers who don’t read or see the fine print won’t expect. At the time of publication, 107,185 photos were listed under the hashtag #SkyMilesLife.

Screenshot of Delta’s #SkyMilesLife terms and conditions page.

In the past, PetaPixel sought the opinion of the Advocate General of the NPPA Mickey osterreicher regarding the overbreadth of hashtag rights, which said photographers who see this kind of language have every right to be alarmed. The terms grant unlimited permission to use the photo in the manner chosen by the company without any compensation, and also place all responsibility for any improper use on the photographer and keep him away from the company.

“Unfortunately, this is the typical overbreadth that we see far too much use online,” Osterreicher said. “It’s a seizure of rights that is often not read or understood. This not only harms those who submit their work for free and then makes them responsible for the possible misuse of that work, but also undermines those who value their work by allowing it.

“In an economy of supply and demand, this is practically destroying the market with an overabundance of free images. The contract could certainly be worded differently, but that will only happen when people stop accepting these unfair and onerous terms. “

The company could argue that it is just trying to protect itself, but the key point here is that Delta does not need to formulate the “contract” to have such overriding rights to the images, but unless the company and its ilk are repeatedly called out for overbreadth, neither entity has any incentive to change policy. Additionally, Delta’s fine print indicates that the photographer is not entitled to any compensation if the photo is used.

“Clearly, if there was no value in these images, why would they ask for them and these rights? »Osterreicher said PetaPixel.

Delta Airlines did not respond to PetaPixel’s request for comment.

“Just as people wouldn’t agree to buy a car, rent an apartment or buy a house without understanding the terms of these written contracts, they should also read and understand these agreements online,” Osterreicher said. “If the car payments are too high, the lease too long, or the house is priced too high, common sense dictates that you try to negotiate better terms or walk away. These online download or #hashtag “opportunities” are no different. “


Image credits: The header image uses material licensed through Depositphotos.


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