You just did a stunning transformation. The before-and-after is perfect. You want to post it. But wait. Do you have your client's permission? In the age of social media, this question matters more than ever. Here's what every service provider needs to know.
When you photograph a client as part of a service, the photo may capture their face, body, or other identifying features. Under US law, using someone's likeness for commercial purposes. Including promoting your business. Without their consent can expose you to civil liability.
Even if you're not a large company, posting a before-and-after of a client's face on Instagram to promote your services is considered commercial use. A verbal "she didn't mind" is not legal consent.
The easiest protection is also the most professional: just ask. Most clients are happy to let you use their photos. Especially if they're proud of the results. The ask builds trust, not awkwardness.
When a client books through Cerca, they're shown a disclosure that portfolio photos may be used for marketing purposes. They can opt out in their account settings at any time. This covers photos you upload to your Cerca portfolio.
This does NOT cover photos you post to your personal social media, website, or anywhere outside Cerca. For those uses, you need separate explicit consent.
For most service providers, a verbal ask is fine for casual social posting. But if you plan to use client photos in paid advertising, a published blog, press coverage, or any high-profile promotional material, get written consent. A simple text message or email saying "Yes, you can use my photo" is legally meaningful.
For higher-stakes uses (ads, billboards, product packaging), use a formal model release form. There are free templates online. Search for "simple model release form" and adapt one.
Respect it, gracefully. "No problem at all. I just appreciate you letting me do your service." Don't pressure clients or make them feel bad. And definitely don't post the photo anyway. That's where legal risk actually lives.
If your client is under 18, you need consent from their parent or legal guardian. Not just the minor themselves. This applies even if the teenager seems totally fine with it. Never post photos of minors without clear written consent from a parent.
Posting to Cerca portfolio (client opt-in shown at booking): covered by Cerca's disclosure, but good practice to ask anyway. Posting to your personal Instagram/TikTok: yes, ask verbally. Using in paid ads or press: yes, get written consent. Using in commercial products or packaging: yes, formal model release.