diff --git a/app/models/enterprise.rb b/app/models/enterprise.rb
index 7ea1b069fa..ea1724f20a 100644
--- a/app/models/enterprise.rb
+++ b/app/models/enterprise.rb
@@ -80,8 +80,6 @@ class Enterprise < ActiveRecord::Base
   before_validation :set_unused_address_fields
   after_validation :geocode_address
 
-  validates :instagram, format: /\A@[a-zA-Z0-9._]{1,30}\z/, allow_blank: true
-
   after_touch :touch_distributors
   after_create :set_default_contact
   after_create :relate_to_owners_enterprises
@@ -332,10 +330,6 @@ class Enterprise < ActiveRecord::Base
     abn.present?
   end
 
-  def instagram=(value)
-    write_attribute(:instagram, value.try(:gsub, instagram_regex, '@\1'))
-  end
-
   protected
 
   def devise_mailer
@@ -344,10 +338,6 @@ class Enterprise < ActiveRecord::Base
 
   private
 
-  def instagram_regex
-    %r{\A(?:https?://)?(?:www\.)?instagram\.com/([a-zA-Z0-9._]{1,30})/?\z}
-  end
-
   def name_is_unique
     dups = Enterprise.where(name: name)
     dups = dups.where('id != ?', id) unless new_record?
diff --git a/spec/models/enterprise_spec.rb b/spec/models/enterprise_spec.rb
index 3c489ec413..73cd3e1c5b 100644
--- a/spec/models/enterprise_spec.rb
+++ b/spec/models/enterprise_spec.rb
@@ -147,70 +147,6 @@ describe Enterprise do
       it "sets the enterprise contact to the owner by default" do
         enterprise.contact.should eq enterprise.owner
       end
-
-      context "prevent an wrong instagram link pattern" do
-        it "expects to be invalid the instagram attribute @my-user" do
-          e = build(:enterprise, instagram: '@my-user')
-          expect(e).to_not be_valid
-        end
-
-        it "expects to be invalid the instagram attribute https://facebook.com/user" do
-          e = build(:enterprise, instagram: 'https://facebook.com/user')
-          expect(e).to_not be_valid
-        end
-
-        it "expects to be invalid the instagram attribute tagram.com/user" do
-          e = build(:enterprise, instagram: 'tagram.com/user')
-          expect(e).to_not be_valid
-        end
-
-        it "expects to be invalid the instagram attribute https://instagram.com/user/preferences" do
-          e = build(:enterprise, instagram: 'https://instagram.com/user/preferences')
-          expect(e).to_not be_valid
-        end
-      end
-
-      context "accepted pattern" do
-        it "expects to be valid empty instagram attribute" do
-          e = build(:enterprise)
-          expect(e).to be_valid
-        end
-
-        it "expects be valid the instagram attribute @user" do
-          e = build(:enterprise, instagram: '@user')
-          expect(e).to be_valid
-        end
-
-        it "expects be valid the instagram attribute @my_www5.example" do
-          e = build(:enterprise, instagram: '@my_www5.example')
-          expect(e).to be_valid
-        end
-
-        it "expects be valid the instagram attribute http://instagram.com/user" do
-          e = build(:enterprise, instagram: 'http://instagram.com/user')
-          expect(e).to be_valid
-        end
-
-        it "expects be valid the instagram attribute https://instagram.com/user/" do
-          e = build(:enterprise, instagram: 'https://instagram.com/user/')
-          expect(e).to be_valid
-        end
-
-        it "expects be valid the instagram attribute https://www.instagram.com/user" do
-          e = build(:enterprise, instagram: 'https://www.instagram.com/user')
-          expect(e).to be_valid
-        end
-
-        it "expects be valid the instagram attribute instagram.com/user" do
-          e = build(:enterprise, instagram: 'instagram.com/user')
-          expect(e).to be_valid
-        end
-
-        it "renders the expected pattern" do
-          e = build(:enterprise, instagram: 'instagram.com/user')
-          expect(e.instagram).to eq('@user')
-        end
-      end
     end
 
     describe "preferred_shopfront_taxon_order" do