Delta Airlines is the latest in a long line of companies who have egregious overreaching rights grabs baked into a program that uses Instagram hashtags. The company claims massive rights to any images that are tagged using #SkyMilesLife.
Corporate overreach into the rights of photographers is not uncommon and has occurred numerous times over the past decade. In 2015, the New York Times published an article that brought awareness to the situation where brands will publish this kind of user-generated content without explicit permission by hiding detailed and complicated terms behind fine print and leveraging social media hashtags to do so.
In 2019, Hilton Hotels was caught in a similar situation. The Museum of Modern Art (MoMA) likewise recently solicited photographers to share photos on Instagram under monthly themes, but claimed significantly more rights than it appeared at first glance.