Respecting Privacy and Building Trust
UW Medicine is committed to ensuring that all individuals featured in our marketing or communications materials provide clear, documented consent. This includes photography, testimonials and video content, allowing us to tell stories ethically, responsibly, and in alignment with privacy laws.
When and where consent is required
Including patients, employees and faculty in UW Medicine content requires careful consideration, clear communication and thorough consent to protect privacy and ensure compliance.
Patient Consent
Patients must sign the Patient Authorization for UW Medicine to Use or Disclose Protected Health Information for Publicity form. This applies to photos, videos, testimonials and audio recordings.
Explain usage clearly
- Content may have broad, long-lasting uses (e.g., social media, websites).
- UW Medicine cannot control further distribution once content is published online or shared publicly.
- For high-visibility uses (e.g., billboards or TV ads), reconnect with the patient for explicit approval before distribution.
Employee and Faculty Consent
Employees and faculty must provide verbal consent to participate in media stories. The University’s official personal release form may be required for promotional uses (e.g., marketing campaigns).
Got consent questions? If you have questions or need more information, please email UW Medicine Strategic Brand and Marketing at uwmmktg@uw.edu.