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.
Employee and Faculty Consent
Employees and Faculty must provide verbal consent to participate in media stories. A signed Personal Release Form is required if the content will be used for any marketing or promotional purposes.
Student, Volunteer and Visitor Consent
Any individual who is not a patient — including students, volunteers, visitors, and family members — must sign a Personal Release Form if the content will be used for marketing or promotional purposes.
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.
Got consent questions? If you have questions or need more information, please email UW Medicine Strategic Brand and Marketing at uwmmktg@uw.edu.