Ethical Consent in Visual Content: A Practical Framework for Responsible Storytelling
by
Laura Abad Guerrero, July 2025
What does ethical consent really look like today in global storytelling?
From fieldwork to footage, this article unpacks why traditional consent forms fall short, and offers a clear, practical path to embedding dignity, agency, and accountability into every stage of visual content production.
Using the FairConsent App to give clear, informed permission for visual content use. Photo by Prakhar Deep Jain © All Rights Reserved
A Story of Good Intentions
In a bustling town square in East Africa, a local research partner for a European university captures a short video interview with a participant of a community health initiative. The conversation is casual and respectful. Smiles are exchanged. A consent form was signed earlier in the day. A few weeks later, that same video is shown at an international conference. The audience is moved. But the participant never knew their footage would travel that far.
This story isn’t rare. In fact, it’s emblematic of a structural blind spot in how we produce and use visual content across sectors. Whether it’s a nonprofit documenting an aid programme, a university filming research participants, or a company filming in public spaces: consent is often seen as a checkbox rather than a continuous, participatory process.
The Consent Gap: Legal Isn’t Always Ethical
Many organisations operate under the assumption that signed consent forms offer full protection. Legally, they often do. But ethically? Not always.
Traditional consent processes are frequently:
- One-directional: Participants are told what will happen, rather than asked what they are comfortable with.
- Ambiguous: Consent forms are rarely clear about how content may be edited, archived, or distributed years down the line.
- Static: They don't allow for consent to be revisited or revoked once given.
As digital content becomes more shareable, remixable, and permanent, organisations must move from a mindset of extraction to one of participation.
Using the FairConsent App to give clear, informed permission for visual content use. Photo by Nyokabi Kahura © All Rights Reserved
A Shift in Practice: Reframing Consent as an Ongoing Dialogue
At Fairpicture, we believe that ethical content starts long before the camera rolls. And consent isn’t just about permission. It’s about power, dignity, and agency.
To support you on this journey, we created the Fair Consent App.
Because ethical consent is not just a form—it’s a framework.
Fairpicture’s approach is grounded in continuous, informed, and revocable consent that respects each individual’s right to dignity and control. This requires both technical tools and practical steps embedded into every stage of content creation.
Here’s how to operationalise it:
From Concept to Distribution. A Practical Guide
1. Concept & Planning Phase
Who are we featuring, and why? What power dynamics are at play?
- Build consent into the briefing process.
- Include ethical review alongside risk assessment.
- Involve local partners or community liaisons in shaping the narrative.
2. Pre-Production
Have we planned for informed, accessible, and revocable consent?
- Use consent forms in multiple languages.
- Offer visual or oral consent explanations where literacy is a barrier.
- Choose tools (like the FairConsent App) that allow for dynamic updates and tracking.
3. Production
Is consent truly voluntary? Are people aware of their rights?
- Ensure there is no pressure to appear on camera.
- Reconfirm consent on site.
- Respect the right to decline without explanation.
4. Post-Production
Does this content preserve dignity and context?
- Review footage with sensitivity to how it portrays individuals.
- Avoid editing that strips away nuance or imposes narrative.
- Double-check that use aligns with what participants agreed to.
5. Distribution & Archiving
Are we staying within the agreed use cases? What if participants change their minds?
- Limit storage duration where possible.
- Respect withdrawal requests, even after publication.
- Use platforms like the FairConsent Management Platform to keep consent connected to content metadata.
At Fairpicture, we believe that ethical content begins long before the camera rolls. And it starts with participation.
Laura Abad Guerrero, Marketing Lead at Fairpicture
Tools That Enable, Not Just Protect
The FairConsent App was built for exactly these challenges. Co-developed with local visual creators and leading NGOs, it offers a secure, multilingual, and GDPR-compliant way to gather, manage, and update consent throughout the content lifecycle.
- It enables informed consent via customisable templates.
- It ensures traceability, so every image and video remains linked to its consent status.
- It supports revocability, helping you honour participants' rights over time.
Using the FairConsent App to give clear, informed permission for visual content use. Photo by Prakhar Deep Jain © All Rights Reserved
The Bigger Picture: Trust, Equity, and Accountability
Treating consent as a process rather than a form is more than an ethical checkbox. It fosters trust with the communities we document. It aligns communications with organisational values. And it strengthens legal and reputational safeguards in an increasingly scrutiny-driven world.
Ultimately, it ensures that people remain people in our content—not symbols, stock, or storytelling tools.