#Consent: What Marketers Should Consider When Using Hashtags in Campaigns

Although the NCAA might not want hashtags painted on football fields, hashtags are becoming one of the most common tools by which marketers engage with consumers. As consumers continue to share more content and images of themselves as part of their social media conversations through applications such as Instagram, Twit Pic, and Vine, among others, marketers are using hashtags more often to pull this content into their
marketing initiatives. For example, a marketer will provide a call to action, soliciting users to Tweet or send Instagram photos of themselves to a designated hashtag. When users Tweet to the hashtag, the marketer treats these responses as implied consent to use this content in its marketing. More…