Natalia Samodina, legal columnist at Big Furniture Group, highlights the risks British homeware businesses face when using social media. While platforms offer marketing and engagement opportunities, there are legal, reputational, and regulatory boundaries that must be observed.
© Marcel De Grijs | Dreamstime
Key considerations include data protection under UK GDPR, which governs the use of personal information such as names, photos, and addresses, and requires consent for sharing. Intellectual property is another critical area: brands must respect copyrights, trademarks, and product designs when creating content. Confidentiality and commercial sensitivity are also vital, with early disclosure of collaborations or proprietary information potentially breaching NDAs.
Consumer protection laws and advertising regulations apply to promotional posts, including influencer partnerships and product claims. Defamation, discrimination, and even criminal liability can arise from careless or provocative content. Businesses are advised to avoid divisive topics unless directly relevant to operations.
AI-generated posts can accelerate content creation, but still require human oversight to prevent legal or reputational issues.
Samodina recommends clear social media policies, regular staff training, and careful review of all content. She emphasises that social media is a powerful tool, but posts today can define a brand's reputation tomorrow.
Source: www.bigfurnituregroup.com
