You should know exactly who is photographing your child, how consent works, and what happens to their photos afterwards. Here are straight answers to the questions parents actually ask us.
Consent & your choices · Safety on photo day · Your child's images · Marketing & image use
No child is photographed without consent recorded before photo day.
Photos sit behind a password and are only shared with your family.
If your child isn't comfortable, we stop. Always.
Ask us to delete your child's images at any time.
We only photograph children. That's the whole business — early learning centres, kinders, schools and sports clubs across Victoria, and nothing else. It means every process we have has been built around one question: is this safe and respectful for the child in front of us?
We're a founding member of ELPA, the national child-safe standard for early-learning photography, and we're audited against it every year. Our practices align with the eleven Victorian Child Safe Standards, Ministerial Order 1359, the National Quality Framework, the Australian Privacy Principles and the ACECQA National Model Code for taking images of children.
Looking for our formal compliance documents instead? Those live on our Trust & Safety hub and in our Child Safe Policy.
We don't photograph first and ask later. Consent is collected and checked before we arrive, and you can change your mind at any point.
Your centre or school collects it before photo day as part of their enrolment or permission process, and gives us the list. We cross-check it against the roll on arrival. A child whose consent we can't verify simply isn't photographed — if we're unsure, we don't shoot.
No. Those are two completely separate things. Consent to photograph happens before photo day, through your centre. Logging in to view a gallery, or buying a print, is never treated as photography consent.
Yes. Plenty of families do exactly that. You can opt out of the group photo and still have individual portraits taken, or the reverse. Tell your centre, or email us directly, and we'll make sure it's recorded before photo day.
Yes. Consent isn't a one-way door. Contact our Child Safety Officer and we'll remove your child from the gallery and delete the images — see Your child's images for how deletion works.
Our photographers work alongside your child's educators, never instead of them.
Your centre or school does, at all times. Our photographers never take over supervision — educators stay responsible for the children, and we work to each service's own child-safety requirements while we're on site.
Every photographer, assistant and editor who handles your child's images holds a current Victorian Working With Children Check. We can provide individual certificate numbers to your centre before photo day on request.
We stop, and that's the end of it. Your consent lets us photograph your child; it doesn't override how your child feels on the day. If they're upset, shy or just not interested, our photographers read that and move on without making a fuss. Nobody is coaxed, bribed or held in place for a photo.
Tell us directly. We have a documented Reportable Conduct procedure aligned to the Commission for Children and Young People. Any concern raised by a child, family, centre or staff member is investigated within 24 hours and reported to the Commission where the law requires it.
We treat children's photographs as sensitive data, because that's what they are.
Only your family. Galleries are password-protected and the access code goes to the enrolled parent or guardian. You're free to share that code with grandparents or family if you want to — that choice is yours, not ours.
Images stay in active storage for 24 months after photo day, so you can come back and reorder, then they're archived. Purchase and invoice records are kept separately for seven years because Australian financial record-keeping law requires it — that's paperwork, not photographs, and it doesn't affect your right to have the images deleted.
Yes, whenever you like, and you don't need to give a reason. Email [email protected]. We action deletions within 10 business days and confirm in writing once it's done.
Never. We don't sell, licence or share family contact data — not to marketers, not to anyone. Trusted suppliers are used for things like printing and secure hosting, and each one is vetted against the same child-safety and privacy requirements we hold ourselves to.
Saying yes to photo day is not saying yes to being on our website.
Not unless you've separately told us in writing that it's fine. Photo-day consent lets us take the photo and give it to you. It doesn't give us any right to use it for advertising, social media or our website. If we ever wanted to, we'd contact you and ask — and no is a perfectly good answer.
Completely separate, and deliberately so. Buying photos, logging in to a gallery or consenting to photo day never quietly becomes marketing permission.
Any time — there's an unsubscribe link on every one. You'll still get the operational messages you need, like your gallery access, order confirmations and delivery updates. Those aren't marketing, and they stop once your order is complete.
Just tell us. We'll stop using the image going forward wherever we reasonably can, and confirm what's been removed.
If anything on this page raises a question — about consent, your child's images, a photo day, or something that didn't sit right — you can go straight to the person responsible. Not a form, not a queue.
Kate Picker
Child Safety Officer, Magic Photography
[email protected]
We reply the same business day, every day.
Our full compliance pack — WWCC numbers, $10M public liability certificate, Child Safe Policy and privacy statement — is available on request within 24 hours.
Request compliance pack