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Pinterest: new terms of use for brands

You may have read last week and over the weekend that Pinterest has updated their terms of use and actually divided their policy into 3 sections to make it easier to digest and, ideally, more relevant: terms of use, acceptable use and privacy policy.

There are a lot of sites out there explaining how these changes will affect personal use, some of the more comprehensive articles are by The Next Web and The Blog Herald but do you understand what this means for your company’s Pinterest account and what you can do about it?

How do Pinterest’s new terms of use affect your brand’s presence on Pinterest?

One of the key changes to Pinterests’ policies is around commercial use. Pinterest explains acceptable use of the site: “personal, noncommercial use to allow you to express yourself, discuss public issues, report on issues of public concern, engage in parity and as expressly permitted by the features of the Service.”

However, Pinterest’s updated terms of service (active from 6th April) specifically state that a person may open an account on behalf of a company or organization, and Pinterest is certainly not shutting down branded, commercial pages.

So the terms of use are not 100% clear on how brands can/should be involved with Pinterest.

What can you do?

  • Pinterest content should be carefully reviewed before being posted. Potentially even develop guidelines so community managers know what is acceptable and so they understand the legal implications of pinning an image that does not fall within the guidelines.
  • Check copyright of all images to avoid copyright liability. Users will have to cover all costs of any legal action that involves copyright.
  • If your photos have people in them, be aware of privacy rights (i.e. technically should have release forms for people who appear in the pinned photos).
  • Consider how using user-generated content (UGC) may implicate your brand in potential privacy, copyright issues. At this stage, we recommend avoid posting UGC content altogether.

I’ll keep you posted on the Pinterest terms of service updates. In the meantime, shout out in the comments if you have any questions.

Posted: April 2nd, 2012
Categories: Digital
Tags: , , ,
Comments: 1 Comment.
Comment from Willene Nevers - January 24, 2013 at 2:48 am

i really love to use pinterest because the pictures are nicely organized.: