Should schools still publish pupil photos online?
By Jack Myers
Schools have long published pupil photos to celebrate school life and engage parents. That hasn’t changed, but the risk environment has.
Recent cases show how images taken from school websites and social media can be manipulated using AI tools into harmful content, sometimes followed by attempts to blackmail schools.
Crucially, there is a difference between a threat of exposure and it actually happening. Many cases involve pressure tactics rather than widespread distribution – but the reputational impact can still be significant.
At the same time, some schools are beginning to use AI tools to alter or enhance images before publishing them. While often well intentioned, this introduces further questions around authenticity, consent, and how those images may be interpreted once in the public domain.
Where reputational risk now sits
The issue is no longer just whether images are shared, but how they can be reused, reframed, or misunderstood.
Reputational risk tends to stem from:
- Loss of control over how images are used or perceived
- Concerns that safeguarding practices have not kept pace with technology
- Escalation from isolated incidents into wider scrutiny
As with many digital risks, the impact is often driven as much by perception and response as by the underlying issue.
How should schools respond?
A measured, confident response is essential.
1. Avoid reactive decisions
Immediately removing all imagery can unintentionally amplify concern. A proportionate, risk-based approach is more effective.
2. Work with law enforcement
Schools should report incidents and liaise with the police. There have already been successful arrests, and coordinated responses carry more weight than acting in isolation.
3. Communicate clearly
- Acknowledge concerns without overstating the risk
- Distinguish between threats and actual exposure
- Set out what actions are being taken
How to review your approach
Rather than a wholesale reset, schools should focus on targeted changes:
- Audit existing imagery and remove unnecessary identifiers
- Review policies on both publishing and altering images
- Ensure safeguarding and communications decisions are aligned
- Prepare clear messaging in case concerns arise
The objective is not to eliminate visibility, but to ensure it reflects the realities of today’s digital environment.
FAQs
Is it still safe for schools to publish pupil photos online?
Yes, but approaches should reflect how easily images can now be reused or manipulated. Proportionate safeguards are key.
Are manipulated images widely shared?
In many cases, no. Threats of exposure are more common than large-scale distribution, which is why measured responses matter.
What should schools do if they are targeted?
Report it to the police, avoid engaging directly with threats, and manage communications carefully to maintain confidence.
Does using AI on school images create additional risk?
Potentially. Even well-intentioned use raises questions about authenticity, consent, and how images may be interpreted once shared.
About the author
Jack Myers is a communications adviser at Alder, supporting schools and organisations to manage reputational risk in an evolving digital landscape. He advises on issues relating to safeguarding, online content and emerging technologies.
How Alder can help
Alder supports schools to understand where risk sits in their current content and make proportionate changes that reflect today’s digital environment.
