When rebrands go wrong

(And how to avoid the pitfalls)

Instagram policy change sparks user backlash

Instagram has changed its terms of service to allow it to sell its users’ pictures in a move that has prompted a backlash from users on social media since it was revealed earlier today.

Instagram

The Facebook-owned photo-sharing service announced the upcoming changes to its terms of service earlier today, which will become effective as of 16 January, 2013, letting them monestise Instagram users’ content without gaining their explicit consent.

“Some or all of the Service may be supported by advertising revenue. To help us deliver interesting paid or sponsored content or promotions, you agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you,” read the terms.

This has prompted a backlash on multiple social networks with #instagram trending on social network Twitter with many users threatening to delete their accounts as a result in the T&Cs changes.

The subject matter of many of the Tweets on the #instagram share information on how to download photos from Instagram accounts and then how to delete them.

The change in policies represents the first switch in Instagram’s terms & conditions since Facebook acquired it for a reported $1bn (£630m) in May last year making it the largest ever investment by the social network.

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