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EIDR Applauds C2PA Advances

EIDR is applauding the influx of major companies joining the Coalition for Content Provenance and Authenticity (C2PA) and the recent strides the C2PA specification has made in becoming a lead technical standard used for helping those online avoid the influx of misleading information.

“At EIDR, we believe that precise and reliable content identification and provenance are essential to maintaining trust, transparency and even quality in the media supply chain. As the industry advances, widely adopted standards which incorporate identifiers and provenance into authentication frameworks will play a critical role in verifying the integrity of content, its creators, and distribution services,” said EIDR managing director Hollie Choi.

“We applaud C2PA and our fellow C2PA members for their commitment to creating secure, end-to-end workflows, and believe that leveraging established identification systems will be key to achieving the level of confidence and continued quality that our industry needs.”

In September, along with adding Amazon and Meta to its steering committee, C2PA got a boost when Google announced it was helping to develop the latest C2PA provenance technology and incorporate it into Google products, making it easier for people to identify whether an image is real or generated by AI.

“If an image contains C2PA metadata, people will be able to use our ‘About this image’ feature to see if it was created or edited with AI tools,” Google said in a blog post. “’About this image’ helps provide people with context about the images they see online and is accessible in Google Images, Lens and Circle to Search.”

Additionally, global watermarking firm Verance recently announced the use of C2PA technology in its offerings to combat deep fakes and AI-generated disinformation, specifically geared toward helping social media firms authenticate broadcast content in user uploads.

The news earned praise from Mike Kralec, SVP and CTO for Sinclair: “Ensuring our viewers have the highest confidence in our programming is critical to our business. We believe C2PA, through its ability to authenticate the name of content creators or distribution services, can play a central role in future end-to-end technical architectures and workflows. We applaud C2PA and Verance for recognizing that authentication of creators and distributors is absolutely essential to the advanced workflows our industry will rely on in the future.”