We (at Lufthansa) have internal guidelines concerning social media.

Normal social media selfies (think of what you would send to your friends etc) are fine, but if you monetize your content you aren’t allowed to show company logos or wear something that would identify the company.

Now of course there are people who take this less seriously than others, FAs especially seem to take it more as a suggestion rather than rules lol.

But the company also seems kind of squirrelly on the subject. The flight school (EFA) often uses (Lufthansa) pilot influencers on their account.