When rebrands go wrong

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Instagram in advertising U-turn

Instagram has reverted to its original advertising terms and conditions in a move to quell unrest prompted by an earlier update to its advertising policies.

Instagram

The U-turn was prompted by mass unrest following an update to its terms and conditions, announced Monday (17 December), which led users of the photo-sharing site to believe that their images would be included in third-party advertising on the service.

Social media channels were flooded with angry comments, with many people deleting their accounts in protest to the development. The backlash prompted Instagram co-founder Kevin Systrom to claim there had been a “misunderstanding” and that it would further modify its usage terms to clarify the matter.

In a blog post published yesterday (20 December), Systrom said: “Because of the feedback we have heard from you, we are reverting this advertising section to the original version that has been in effect since we launched the service in October 2010.”

Systrom goes on to say that Instagram would take time to complete its plans regarding advertising rather than “obtain permission from you to introduce possible advertising products we have not yet developed” in the post.

It continues: “Finally, there was also confusion about how widely shared and distributed your photos are through our service. The distribution of your content and photos is governed by our privacy policy, and always has been. We have made a small change to our terms to make that as clear as possible.”

 

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