Prominent Hawke's Bay photographer Richard Wood says he is closing his Instagram account following a change to the terms of service which lets the social media service use his images any way it likes.
Instagram is a social media site owned by Facebook, which allows members to share images and video.
Mr Wood says Instagram's changes appear to give it the right to licence members' images to third parties for any use whatsoever.
He says that means images of a family member could end up in an ad campaign without the consent of the picture taker.
Mr Wood says he does not think that is right.
Instagram told Radio New Zealand it changed its terms of service because it wants to experiment with innovative advertising.
However, it says if advertising is introduced, it will respect people's privacy and their content ownership.