technological developments now allow community groups, clubs, and even ordinary individuals to create their own, publicly accessible online digital multi-media collections. however, it is unclear as to whether the users of such collection are fully aware of the potential privacy implications of submitting their personal contents (e.g. photographs, video, etc.) to these digital collections. they may even hold misconceptions of the technological support for preserving their privacy. in this paper we present results from 18 auto-ethnographic investigations and 19 ethnographic observations and interviews into privacy issues that arise when people make their personal photo collections available online. the adams′ privacy model is used to discuss the findings according to information sensitivity, information receiver, and information usage. further issues of trust and ad hoc poorly supported protection strategies are also presented. ultimately while photographic data is potentially highly sensitive, the privacy risks are often hidden and the protection mechanisms are limited.