"Fair" pictures and videos

We approach fair pictures from two perspectives: the ethical and the legal perspective. Often, these two are interrelated, particularly from the human rights-based approach to visual communication on which we rely. 

From an ethical perspective, a fair picture is:

• upholding the dignity of those depicted

• adequately representing people with context

• avoiding stereotypes 

• non-discriminatory 

• respectful 

From a legal perspective, a fair picture is: 

• compliant with the GDPR

• respective national and international data protection laws

• created with informed consent, which allows for the possibility to withdraw consent

• transmitted and stored safely

• no longer used four years after its creation

Legally, participants have the right to information, the right to rectification, the right to erasure, as well as the right to restrict data processing. A fair picture does not compromise the safety and integrity of those depicted and respects their right not to be put at risk. 

Finally, a fair picture is produced:

• under fair working conditions

• with the lowest possible CO2 emissions

As a learning organisation operating in a complex field, we are fully aware that everything we think and do must be critically reviewed over and over again from different perspectives. In this sense, answers to questions such as “what is a fair picture” are part of an ongoing process, in which we are involved together with other stakeholders.