Building Trust in Business: Why Client Consent Should Be in Your Contracts

Sharing client stories and showcasing work is a great way for entrepreneurs to build credibility and connect with their audience. Whether it is a glowing transformation, a behind-the-scenes look at the process, or a finished product, social media thrives on real-world examples. But before hitting that post button, it is important to consider whether the client is actually okay with it. Even if names are left out, people can often tell when a story is about them, and that can lead to uncomfortable situations.

Not every client wants their experience shared, even in a positive light. Some may prefer privacy for personal reasons, while others may not want competitors or colleagues knowing the details of their projects. It is easy to assume that anonymising a post is enough, but often, subtle details make it clear who the subject is. If a client sees themselves in a post they did not agree to, it can create tension and damage the relationship.

Including a consent clause in contracts helps avoid any misunderstandings. It sets clear expectations from the start and ensures that clients are aware their project might be shared. Some clients might be perfectly fine with it, while others may prefer to keep things private. Either way, having their consent in writing keeps things professional and respectful. It also helps protect the business from potential disputes down the line.

Trust is one of the most valuable things a business can have. A client who feels exposed or uncomfortable may be less likely to recommend your services or work with you again. On the other hand, when clients know they are being treated with respect, they are more likely to become loyal supporters. They may even feel more comfortable giving a testimonial or allowing their work to be featured in a way that benefits both parties.

To make things easier, here is an example of a consent clause that can be included in contracts:

"The Client grants the Business permission to share details of the work completed, including images, descriptions, and case studies, for marketing and promotional purposes. The Client’s name and identifiable details will not be disclosed without prior written approval. If the Client does not wish for their project to be shared, they must notify the Business in writing before the commencement of services."

This type of clause ensures that permission is obtained upfront and gives clients the option to opt out if they prefer. It also makes it clear that any identifying details will only be shared with explicit approval.

Social media can be a powerful tool, but it also comes with responsibilities. Taking a moment to ensure client consent before sharing their story or work is a small step that can make a big difference in maintaining trust and protecting your brand. It is not just about legal protection; it is about respect, transparency, and building long-term relationships with clients who feel valued and secure in their dealings with your business.

The StartUp Legal offers expert legal services tailored for SMEs, helping you secure a winning edge. For personalized support, book a complimentary consultation: https://calendar.app.google/nw7y8uhXBuXcWSuaA or email us at hello@thestartuplegal.co.za.