At Midlands Care, we are committed to protecting the privacy and dignity of all our residents. This includes how we use personal images and videos, both for internal documentation and for external purposes such as social media or promotional materials. This page outlines our procedure for obtaining photo and video consent, explains how and why we may use such media, and answers frequently asked questions for residents and their families.
Our Approach to Consent
Residents who are assessed to have mental capacity will be asked to provide photo and media consent during their admissions process via our printed consent form. This ensures that each resident understands and agrees to how their image may be used.
If a resident lacks mental capacity to give informed consent, we will seek permission from their nominated Next of Kin—specifically the individual holding Lasting Power of Attorney (LPA) for Health and Welfare.
Consent Requested
When completing the consent form during admission, we ask for approval in the following areas:
1. Medical Information Sharing
Consent to share relevant medical details with health professionals and emergency services such as GPs, nurses, opticians, the NHS, and paramedics.
2. Sharing Personal Records
Permission to share your care plans and records with regulated authorities such as Social Services, the Care Quality Commission (CQC), and other oversight organisations.
3. Internal Use of Images
Authorisation for us to take photos and videos for:
● Personal care records
● Life story books
● Activity logs
These are kept securely and used for internal purposes only.
4. Use on Social Media
Consent to publish images or videos on platforms such as:
We only post appropriate and respectful content that promotes the positive life and community within our homes.
5. Use in Promotional Materials
This includes images or videos taken during activities which may be used for:
● The care home’s website
● Posters or flyers
● Brochures or newsletters
● Magazine articles
We will always strive to show residents positively and with dignity.
6. Visitors Consent
When photos or videos are taken during events or activities that include visitors, verbal consent will be requested at the time. The resident consent form signs to accept any responsibility for visitors or guests that you invite into the home. If a visitor does not wish to appear in any media, we will take steps to exclude or obscure them, however this must be clearly notified in writing to the Marketing team ravi.kapadia@midlandscare.co.uk
Ongoing Communication & Withdrawing Consent
At Midlands Care, we believe in open, ongoing communication. We will make every effort to keep you informed of how your image or your loved one’s image may be used. We kindly ask that you do the same.
If at any time, for any reason, you no longer wish for images or videos to be used, please notify our Marketing Team at: alexandra@midlandscare.co.uk.
We will take all reasonable steps to remove any content from our digital channels and future publications. However, please be aware that:
● We cannot guarantee removal of materials already printed and distributed.
● We ask for your understanding and reasonable expectations in such cases.
Frequently Asked Questions
Can I change my mind later?
Yes. Consent can be withdrawn at any time by notifying us. Please contact your Home Manager or the Marketing Team to update your preferences.
How will Midlands Care protect my privacy?
All images and videos are handled in accordance with GDPR and the Data Protection Act 2018. We never post or use content without proper consent and ensure no sensitive or identifying information is disclosed without authorisation.
Will I be notified before my photo is used?
Where an image is likely to feature prominently in an advertisement or campaign—for example, as a main subject in promotional materials—we will make every effort to notify the individual or their representative in advance. However, by signing the photo consent form, you are giving permission for your image to be used as outlined. This includes group photos, activity shots, and other appropriate uses across our marketing channels. While we reserve the right to exercise professional discretion in how images are used, we remain committed to using all photos respectfully and in line with the agreed consent. If at any time you wish to review or update your preferences, please let us know.
What happens if I can’t give consent myself?
If you’re assessed as lacking capacity, your next of kin or attorney (under LPA for Health and Welfare) will be asked to give or withhold consent on your behalf.