Table of Contents
The Efteling, a theme park in the Netherlands, has recently clarified its social media policy for employees, aiming to balance personal expression with the preservation of the park’s brand image. The policy isn’t intended to discourage employees from using social media,but to define acceptable boundaries for content sharing.
Policy Focus: Protecting Brand Image and “Betovering”
1. Definition / Direct Answer: The Efteling’s new social media policy aims to protect the park’s image and maintain its unique atmosphere, referred to as ”betovering” (enchantment), by setting guidelines for employee posts.
2. Detail: According to reports from Looopings.nl,the policy emphasizes that while employees are welcome to express pride in their work,content shared on social media must be “professional,representative,and appropriate.” The core concern is preventing content that could diminish the park’s carefully cultivated magical atmosphere.
3. Example or Evidence: The policy specifically addresses the type of content allowed, suggesting that videos and photos should align with the park’s brand standards. This implies restrictions on behind-the-scenes glimpses that might reveal operational realities or diminish the illusion of fantasy.
Impact on Employee Expression
1. Definition / Direct Answer: The Efteling’s policy acknowledges employees’ right to share their experiences but establishes limits to safeguard the park’s public perception.
2. Detail: A spokesperson for the Efteling stated, as reported by Looopings, that the policy is “not there to discourage them, but to indicate where the boundary lies.” This suggests a nuanced approach, recognizing the value of employee advocacy while prioritizing brand control.The policy acknowledges that all shared content has an impact on the park’s reputation.
3. Example or Evidence: The policy doesn’t explicitly prohibit all behind-the-scenes content, but it requires it to meet specific standards of professionalism and appropriateness. This indicates a preference for curated content that reinforces the park’s desired image rather than unfiltered glimpses into daily operations.
Verification and Current Status (as of January 20, 2026, 01:35:25 UTC)
As of January 20, 2026, 01:35:25 UTC, there have been no further official announcements or reports regarding changes to the Efteling’s social media policy beyond the data initially reported by Looopings.nl on January 19, 2026. A search of official Efteling press releases (Efteling Press) and dutch news sources confirms the initial reporting but does not provide additional details. The policy appears to be currently in effect.
