Social media has become a valuable tool for equestrian businesses. From sharing competition successes and celebrating client achievements to promoting services and showcasing daily life on the yard, platforms such as Facebook, Instagram and TikTok provide opportunities to connect with existing and potential clients.
However, as online safety continues to receive greater attention, equestrian businesses should consider whether their approach to social media is protecting their clients, staff, horses and reputation.
The UK Government has announced plans to introduce a ban preventing children under the age of 16 from having accounts on certain social media platforms, alongside additional restrictions on features such as livestreaming and contact from strangers for younger users. The changes are intended to improve online safety and reduce exposure to harmful content.
For riding schools, pony clubs, training centres and livery yards with a high number of junior clients, these developments are a timely reminder that safeguarding responsibilities now extend well beyond the physical yard environment.
Social Media and the Modern Yard Environment
Many equestrian businesses operate in environments where photographs and videos are a natural part of daily life. A lesson, a competition preparation session or simply a horse enjoying time at the yard can quickly become content shared online.
However, without clear boundaries, social media activity can create unexpected risks.
A staff member, freelancer or client may post a video intending to celebrate a positive moment, but the content could unintentionally include other people, reveal private information or show horses belonging to other owners without permission.
Even content created with good intentions can become problematic if those featured did not agree to it being shared.
Protecting Clients, Children and Vulnerable Individuals
For businesses working with young riders, social media should be considered an extension of safeguarding procedures.
Riding schools and yards often work with children through lessons, camps, pony clubs, work experience placements or junior livery arrangements. This means consideration needs to be given not only to who can appear in photographs and videos, but also how communication takes place online.
Staff, coaches and volunteers should understand the importance of professional boundaries, including avoiding inappropriate private messaging with young people and ensuring communication takes place through appropriate channels.
Businesses should also consider whether staff or volunteers who regularly work with children require safeguarding training and whether their roles require additional checks.
The introduction of greater protections for under-16s online highlights the importance of creating safe digital environments alongside safe physical ones.
A Reputation Risk for Businesses
An equestrian business’s reputation is built on trust. Clients are trusting businesses with their horses, their finances and, in many cases, their children.
Social media posts can have a significant impact on that reputation, particularly when content is shared without context.
Examples could include:
- A video appearing to show unsafe horse handling.
- A client’s horse being featured without permission.
- A disagreement being discussed publicly online.
- A staff member sharing content from the premises without approval.
- Images of children being posted without appropriate consent.
Once content is online, it can quickly be shared beyond the intended audience and may be difficult to remove completely.
Clear policies help prevent situations where individuals unintentionally damage the reputation of the business they are associated with.
GDPR and Privacy Responsibilities
Businesses should also consider their responsibilities under UK data protection law.
Images and videos containing identifiable individuals may be considered personal data, particularly when they are being used for business purposes, advertising or public promotion.
This means businesses should carefully consider when permission is required before taking or sharing photographs and videos.
Consent should also be considered when sharing images of:
- Children and young people.
- Clients and visitors.
- Staff members.
- Client-owned horses.
- Private areas of the premises.
Respecting privacy is not only a legal consideration but also an important part of maintaining positive relationships with clients.
Why Every Yard Should Consider a Social Media Policy
A social media policy provides clarity. It is not about stopping people from enjoying social media, but about ensuring everyone understands what is acceptable.
A clear policy can outline expectations for:
- Taking and sharing photographs and videos.
- Obtaining permission before posting images.
- Using the business name, branding or premises online.
- Communication with young clients.
- Maintaining professional boundaries.
- Protecting confidential information.
- Reporting concerns.
Businesses may choose to have separate policies for staff, freelancers and clients, or include social media clauses within employment contracts, volunteer agreements or livery terms and conditions.
Creating Clear Expectations From the Start
Most social media issues are not caused by bad intentions. They usually occur because expectations have not been clearly communicated.
By setting boundaries from the outset, equestrian businesses can continue to benefit from the positives of social media while reducing risks to their clients, staff, horses and reputation.
As online safety legislation develops and the expectations around digital responsibility continue to increase, reviewing your social media approach should become part of good business management — just like reviewing health and safety procedures, insurance requirements and yard rules.
For equestrian businesses, protecting your reputation now means considering not only what happens on the yard, but also what happens online.
What To Do If Harmful Content Is Shared
Even with clear policies in place, situations may still arise where content is shared that could negatively impact individuals, horses or the business.
If harmful, inappropriate or potentially damaging content is published, it is important to respond calmly and follow a clear process rather than reacting publicly or emotionally.
The first step should be to assess the situation and preserve any relevant evidence. This may include taking screenshots, recording dates, times and where the content has been shared. This information can be important if further action is required.
Where appropriate, the person who shared the content should be contacted privately and asked to remove it. Many issues arise from misunderstandings rather than deliberate harm, and a clear conversation may resolve the matter quickly.
If the content involves children, vulnerable adults, harassment, threats, bullying, inappropriate images or a safeguarding concern, it should be treated more seriously. Concerns should be recorded and reported through the appropriate safeguarding channels, and professional advice should be sought where necessary.
Businesses should also consider whether the content breaches any agreements or policies that are already in place. A clear social media policy, client agreement or staff handbook can help provide a framework for addressing concerns and explaining expected standards.
Where content creates a serious risk to reputation, privacy or safety, businesses may need to consider further action, such as requesting removal from the platform, reporting the content through the platform’s own reporting procedures, or seeking professional advice.
It is important to avoid engaging in public disputes online. Responding emotionally or discussing private matters publicly can often escalate a situation and create further reputational damage.
Having a clear process in place before an issue occurs allows businesses to respond professionally, protect those involved and demonstrate that concerns are taken seriously.
Further Support and Resources
Social media and safeguarding policies are an important part of protecting your business, your clients and everyone who uses your premises. Having clear expectations in place helps reduce risk, support positive relationships and ensure concerns can be managed appropriately.
Templates for social media policies, safeguarding policies and other business resources are available through the Yard Owner Hub. Riding schools and equestrian centres can also access further safeguarding guidance and support through British Equestrian, via their Safe to Play campaign.