Technology and media entities join forces to create a set of standards to build trust in online content


Adobe, Arm, BBC, Intel, Microsoft and Truepic form a coalition to develop an open end-to-end standard for tracking the origin and evolution of digital content.

SAN JOSE, Calif., AND REDMOND, Wash. – February 22, 2021 A group of influential technology and media companies have partnered to form the Coalition for Provenance and Authenticity of Content (C2PA), a Joint Development Foundation project established to address the prevalence of misinformation, misinformation and fraud. of online content by developing technical standards to certify the source and history or provenance of media content. Founders members Adobe, ARM, BBC, Intel, Microsoft Y Truepic seek to establish a standardized provenance solution in order to combat misleading content.

C2PA member organizations will work together to develop content provenance specifications for common asset types and formats that enable publishers, creators and consumers to trace the origin and evolution of a medium, including images, videos, audio and documents. These technical specifications will include defining what information is associated with each type of asset, how that information is presented and stored, and how evidence of tampering can be identified.

C2PA’s open standard will provide platforms with a method to preserve and read provenance-based digital content. Since any online platform can adopt an open standard, it is critical to scaling trust on the Internet. In addition to the inclusion of various types of media at scale, C2PA is driving an end-to-end provenance experience from the capture device to the information consumer. Collaboration with chip makers, news organizations, and software and platform companies is critical to facilitating a comprehensive provenance standard and driving broad adoption across the content ecosystem.

The C2PA formation brings together the founding members of the Content Authenticity Initiative (CAI) led by Adobe and the Origin Project led by Microsoft and BBC, unifying technical specifications under a single entity. CAI is building a system to provide provenance and history for digital media, providing creators with a tool to claim authorship, and empowering consumers to assess whether what they see is trustworthy. Project Origin has its roots in news production and distribution. The effort has focused on addressing misinformation in the digital news ecosystem by attaching signals to content to demonstrate its integrity and making this information available to those who use it. With the founding of the C2PA, technical standards will be unified as these two entities continue to pursue adoption, prototyping, and education within their respective communities.

Today’s C2PA announcement builds on several recent advancements in content sourcing, including Project Origin efforts to develop a news content history tracking, certification and signaling channel; CAI’s first origin-to-end demo for captured online media; and Truepic’s development of the first native integration of smartphone technology for hardware-protected photo capture.

Designing standards and technologies that can certify the source and provenance of online content is an important step forward in addressing growing concerns with the manipulation and fabrication of news and information. Companies interested in joining the C2PA can apply through [email protected].

Executive quotes

Adobe: “Adobe is proud to be a founding member of C2PA along with our technology and media partners. With the collective experience of this group, we will accelerate the critical work of rebuilding public trust in online content through the wide and open adoption of a provenance standard at scale. We welcome everyone to join and participate in this crucial effort for all of us. “

– Dana Rao, General Counsel and Executive Sponsor, Content Authenticity Initiative, Adobe

BBC: “It is vital that news providers participate in the battle against disinformation. We welcome the opportunity to participate in the provenance work of C2PA, which has the potential to support audience confidence in the news at a time when reliable sources of information are more important than ever. “

– Jatin Aythora, Chief Architect, BBC

Microsoft: “There is a critical need to address the pervasive deception in online content, now supercharged by advances in artificial intelligence and graphics and rapidly spreading across the Internet. Our imperative as researchers and technologists is to create and refine technical and sociotechnical approaches to this great challenge of our time. We are excited about the methods for certifying the origin and provenance of online content. It is an honor to work alongside Adobe, the BBC and other C2PA members to take this critical work to the next step. “

– Eric Horvitz, Chief Scientific Officer and Executive Sponsor, Project Origin, Microsoft

Truepic: “Truepic was founded on the principle that provenance-based media authenticity is the only long-term, viable and scalable solution to restore trust in what we see online. We strongly believe that adoption across the ecosystem through an open standard is crucial to the long-term health of the Internet. The C2PA will expedite the delivery of high-integrity digital content at scale, a vital step in restoring society’s shared sense of reality. “

– Jeffrey McGregor, CEO of Truepic

About Adobe

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

About Microsoft

Microsoft (Nasdaq “MSFT” @microsoft) enables digital transformation for the age of an intelligent cloud and an intelligent edge. Its mission is to empower all people and organizations on the planet to achieve more.

For more information, just press:

Microsoft Media Relations, WE Communications for Microsoft, (425) 638-7777, [email protected]

Fenot Tekle, Adobe, [email protected], or Joe Berg, Adobe, [email protected]

Note to editors: For more information, news, and insights from Microsoft, visit the Microsoft News Center at http://news.microsoft.com. Web links, phone numbers, and titles were correct at time of publication, but may have changed. For additional assistance, journalists and analysts can contact the Microsoft Rapid Response Team or other appropriate contacts listed at https://news.microsoft.com/microsoft-public-relations-contacts.

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