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Social media data are being increasingly used in conservation science to study human–nature interactions. User‐generated content, such as images, video, text, and audio, and the associated metadata can be used to assess such interactions. A number of social media platforms provide free access to user‐generated social media content. However, similar to any research involving people, scientific investigations based on social media data require compliance with highest standards of data privacy and data protection, even when data are publicly available. Should social media data be misused, the risks to individual users' privacy and well‐being can be substantial. We investigated the legal basis for using social media data while ensuring data subjects’ rights through a case study based on the European Union's General Data Protection Regulation. The risks associated with using social media data in research …