Why Clear Social Media Policies Matter

Social media has become a powerful tool for equestrian businesses.

It can help promote services, showcase facilities, celebrate achievements and build a strong community around your yard.

However, when staff, freelancers or clients share content online, the line between personal use and business impact can quickly become blurred.

For yards, riding schools, training facilities and equestrian businesses, having a clear social media policy is increasingly important — particularly where employees, contractors or visitors may be using your premises, handling your horses or photographing clients and their horses.

A photo or video that seems harmless at the time can create unexpected problems if it is shared publicly without the correct permissions.

Using Your Business, Horses or Clients in Content

Many equestrian businesses are proud of their facilities and horses, and staff may naturally want to share their working day online. However, content created at your premises can raise important questions:

• Was permission given to film or photograph?
• Does the content show clients, visitors or children?
• Are client horses being used in promotional or personal content?
• Does the post accurately represent your business standards?
• Could the content damage your reputation or create misunderstandings?

For equestrian businesses, reputation is built on trust. Clients are placing their horses, often their most valued and emotional assets, into your care.

A member of staff posting a video riding, handling or training a client’s horse without the owner’s knowledge could cause concern, and could undermine client confidence, even if the intention was positive.

Similarly, sharing images of clients or their children without consent can create privacy issues.

Businesses should not assume that because someone is on the premises or involved with the yard, they automatically have permission to create and publish content.

Permission, Privacy and UK Legal Considerations

There are several areas of UK law and regulation that may apply when images, videos or personal information are shared online.

The UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 regulate the processing and sharing of personal data. Photographs or videos where individuals can be identified may be considered personal data, meaning businesses need to consider whether they have an appropriate lawful basis for using or publishing that content.

This is particularly important when content includes children. Images of minors should only be shared with appropriate parental or guardian consent, and businesses should have clear safeguarding procedures in place.

Copyright can also be a consideration. Content created during employment or commissioned work may have different ownership implications, and businesses should ensure expectations around photography, filming and use of content are clearly understood.

There may also be issues around employment responsibilities. Under UK employment law, employers can set reasonable workplace rules and expectations, including policies relating to confidentiality, professional conduct and protecting the reputation of the business.

Putting Policies in Place

Social media can be a valuable asset for equestrian businesses, but without clear boundaries it can also create risks.

A simple, well-written social media policy can help protect your reputation, your clients, your horses and your team — while still allowing you to benefit from the positive opportunities online platforms provide.

About the author

Cheryl Johns, owner and founder of LiveryList and the Yard Owner Hub, is a qualified and experienced yard manager, marketing advisor and business consultant with experience across a range of industries. She works as a consultant for equestrian charities and organisations developing their understanding of the livery sector.

About LiveryList

Launched in 2011, LiveryList is the UK’s leading directory of equestrian establishments. In 2023 they launched the Yard Owner Hub, and industry leading and industry recognised resource for the owners of equestrian establishments.