The International Press Telecommunications Council, in conjunction with Project Origin, has established a working group to create and manage a C2PA compatible list of verified news publishers.

The open C2PA 2.0 Content Credentials standard for media provenance is widely supported as a strong defence against misinformation. Recent announcements by OpenAI, Meta, Google and others have confirmed the value of an interoperable, tamper-evident way of confirming the source and technical integrity of digital media content.

Project Origin, as a co-founder of the C2PA, has brought the needs of the news publishing community to the forefront of the creation of this standard. This now includes the creation of a C2PA 2.0 compatible Origin Verified Publisher Certificate to be used by publishers to securely create a cryptographic seal on their content. The signing certificates will be available through the IPTC, who will work with C2PA validators to gain widespread acceptance. These signing certificates will be issued by the IPTC to broadcast, print and digital native media publishers.

Origin Verified Publisher Certificates will ensure that the identity of established news organisations are protected from imposters. The certificates confirm organisational identity and do not make any judgement on editorial position. Liaison agreements with other groups in the media ecosystem will be used to accelerate the distribution of certificates.

The initial implementation uses TruePic as a certificate authority, with the BBC and CBC/Radio-Canada as trial participants.

“As a founding partner of Project Origin, CBC/Radio-Canada is proud to be one of the first media organisations to trial Origin Verified Publisher Certificates,” said Claude Galipeau, Executive Vice-President, Corporate Development, CBC/Radio-Canada. “This initiative will provide our audiences with a new and easy way of confirming that the content they’re consuming is legitimately from Canada’s national public broadcaster. It’s an important step in our adoption of the Content Credentials standard and in our fight against misinformation and disinformation.”

Jatin Aythora, Director of BBC R&D, and vice chair for Partnership on AI, said “Media provenance increases trust and transparency in news, and so is an essential tool in the fight against disinformation. That fight has never been more important, and so we hope many more media organisations will join us in securing their own Origin Verified Publisher Certificate.”

Publishers interested in working cooperatively to advance the implementation of the C2PA standard in the news ecosystem are invited to join the Media Provenance Committee of the IPTC.

For further information please contact:

• Judy Parnall –  judy.parnall@bbc.co.uk – representing the BBC
• Bruce MacCormack – bruce@neuraltransform.com – representing CBC/Radio-Canada
• Brendan Quinn – mdirector@iptc.org – representing the IPTC

The 2024 IPTC Photo Metadata Conference takes place as a webinar on Tuesday 7th May from 1500 – 1800 UTC. Speakers hail from Adobe (makers of Photoshop), CameraBits (makers of PhotoMechanic), Numbers Protocol, Colorhythm, vAIsual and more.

First off, IPTC Photo Metadata Working Group co-leads, David Riecks and Michael Steidl, will give an overview of what has been happening in the world of photo metadata since our last Conference in November 2022, including IPTC’s work on metadata for AI labelling, “do not train” signals, provenance, diversity and accessibility.

Next, a panel session on AI and Image Authenticity: Bringing trust back to photography? discusses approaches to the problem of verifying trust and credibility for online images. The panel features C2PA lead architect Leonard Rosenthol (Adobe), Dennis Walker (Camera Bits), Neal Krawetz (FotoForensics) and Bofu Chen (Numbers Protocol).

Next, James Lockman of Adobe presents the Custom Metadata Panel, which is a plugin for Photoshop, Premiere Pro and Bridge that allows for any XMP-based metadata schema to be used – including IPTC Photo Metadata and IPTC Video Metadata Hub. James will give a demo and talk about future ideas for the tool.

Finally, a panel on AI-Powered Asset Management: Where does metadata fit in? discusses teh relevance of metadata in digital asset management systems in an age of AI. Speakers include Nancy Wolff (Cowan, DeBaets, Abrahams & Sheppard, LLP),  Serguei Fomine (IQPlug), Jeff Nova (Colorhythm) and Mark Milstein (vAIsual).

The full agenda and links to register for the event are available at https://iptc.org/events/photo-metadata-conference-2024/

Registration is free and open to anyone who is interested.

See you there on Tuesday 7th May!

The IPTC Photo Metadata Working Group has updated the IPTC Photo Metadata User Guide, including guidance for accessibility and for tagging AI-generated images with metadata.

The latest update to IPTC NewsCodes, the 2024-Q1 release, was published on Thursday 28th March.

This release includes many updates to our Media Topic subject vocabulary, plus changes to Content Production Party Role, Horse Position, Tournament Phase, Soccer Position, Genre, User Action Type and Why Present.

UPDATE on 11 April: we released a small update to the Media Topics, including Norwegian (no-NB and no-NN) translations of the newly added terms, thanks to Norwegian news agency NTB.

We also made one label change in German: medtop:20000257 from “Alternative-Energie” to “Erneuerbare Energie,” This change was made at the request of German news agency dpa.

Changes to Media Topics vocabulary

As part of the regular review undertaken by the NewsCodes Working Group, many changes were made to the economy, business and finance branch of Media Topics. In addition, a number of changes were made to the conflict, war and peace branch in response to suggestions made by new IPTC member ABC Australia.

5 new concepts: sustainability, profit sharing, corporate bond, war victims, missing in action.

12 retired concepts: justice, restructuring and recapitalisation, bonds, budgets and budgeting, consumers, consumer issue, credit and debt, economic indicator, government aid, investments, prices, soft commodities market.

55 modified concepts: peacekeeping force, genocide, disarmament, prisoners of war, war crime, judge, economy, economic trends and indicators, business enterprise, central bank, consumer confidence, currency, deflation, economic growth, gross domestic product, industrial production, inventories, productivity, economic organisation, emerging market, employment statistics, exporting, government debt, importing, inflation, interest rates, international economic institution, international trade, trade agreements, balance of trade, trade dispute, trade policy, monetary policy, mortgages, mutual funds, recession, tariff, market and exchange, commodities market, energy market, debt market, foreign exchange market, loan market, loans and lending, study of law, disabilities, mountaineering, sport shooting, sport organisation, recreational hiking and climbing, start-up and entrepreneurial business, sharing economy, small and medium enterprise, sports officiating, bmx freestyle.

48 concepts with modified names/labels: judge, emergency incident, transport incident, air and space incident, maritime incident, railway incident, road incident, restructuring and recapitalisation, economic trends and indicators, exporting, importing, interest rates, balance of trade, mortgages, commodities market, soft commodities market, loans and lending, study of law, disabilities, mountain climbing, mountaineering, sport shooting, sport organisation, recreational hiking and climbing, start-up and entrepreneurial business, sports officiating, bmx freestyle, tsunami, healthcare industry, developmental disorder, depression, anxiety and stress, public health, pregnancy and childbirth, fraternal and community group, cyber warfare, public transport, taxi and ride-hailing, shared transport, business reporting and performance business restructuring commercial real estate residential real estate podcast, financial service, business service, news industry, diversity, equity and inclusion. 

57 modified definitions: war crime, economy, economic trends and indicators, business enterprise, central bank, consumer confidence, currency, deflation, economic growth, economic organisation, emerging market, employment statistics, exporting, government debt, importing, inflation, interest rates, international economic institution, trade agreements, trade dispute, trade policy, mortgages, recession, tariff, market and exchange, commodities market, energy market, soft commodities market, debt market, foreign exchange market, loan market, loans and lending, disabilities, mountaineering, sport organisation, start-up and entrepreneurial business, sharing economy, small and medium enterprise, tsunami, healthcare industry, developmental disorder, depression, anxiety and stress, public health, pregnancy and childbirth, cyber warfare, public transport, taxi and ride-hailing, shared transport, business reporting and performance, business restructuring, commercial real estate, residential real estate, podcast, financial service, business service, news industry.

22 modified broader terms (hierarchy moves): peacekeeping force, genocide, disarmament, prisoners of war, business enterprise, central bank, consumer confidence, currency, gross domestic product, industrial production, inventories, productivity, economic organisation, emerging market, interest rates, international economic institution, international trade, monetary policy, mutual funds, tariff, loans and lending, bmx freestyle.

These changes are already available in the en-GB, en-US and Swedish (se) language variants. Thanks go to TT and Bonnier News for their work on the Swedish translation.

If you would like to contribute or update a translation to your language, please contact us.

Sports-related NewsCodes updates

We also made some changes to our sports NewsCodes vocabularies, which are mostly used by SportsML and IPTC Sport Schema.

New vocabulary: Horse Position

New entries in Tournament Phase vocabulary: Heat, Round of 16

New entry in Soccer Position: manager,

News-related NewsCodes updates

Content Production Party Role: new term Generative AI Prompt Writer which can also be used in Photo Metadata Contributor to declare who wrote the prompt that was used to generate an image.

Genre: new term User-Generated Content.

Why Present: new term associated.

The User Action Type vocabulary, mostly used by NewsML-G2, has had some major changes.

Previously this vocabulary defined terms related to specific social media services or interactions. We have retired/deprecated all site-specific terms (Facebook Likes, Google’s +1,  Twitter re-tweets, Twitter tweets).

Instead, we have defined some generic terms: Like, Share, Comment. The pageviews term has been broadened into simply views (although the ID remains as “pageviews” for backwards-compatibility)

Thanks to the NewsCodes Working Group for their work on this release, and to all members and non-members who have suggested changes.

Google has added Digital Source Type support to Google Merchant Center, enabling images created by generative AI engines to be flagged as such in Google’s products such as Google search, maps, YouTube and Google Shopping.

In a new support post, Google reminds merchants who wish their products to be listed in Google search results and other products that they should not strip embedded metadata, particularly the Digital Source Type field which can be used to signal that content was created by generative AI.

We at the IPTC fully endorse this position. We have been saying for years that website publishers should not strip metadata from images. This should also include tools for maintaining online product inventories, such as Magento and WooCommerce. We welcome contact from developers who wish to learn more about how they can preserve metadata in their images.

Here’s the full text of Google’s recommendation:

The IPTC News Architecture Working Group is happy to announce that the NewsML-G2 Guidelines and NewsML-G2 Specification documents have been updated to align with version 2.33 of NewsML-G2, which was approved in October 2023.

The changes include:

Specification changes:

• Adding the newest additions authoritystatus and digitalsourcetype added in NewsML-G2 versions 2.32 and 2.33
• Clarification on how @uri, @qcode and @literal attributes should be treated throughout
• Clarification on how roles should be added to infosource element when an entity plays more than one role
• Clarifying and improving cross-references and links throughout the document

Guidelines changes:

• Documentation of the Authority Status attrribute and its related vocabulary, added in version 2.32
• Documentation of the Digital Source Type element and its related vocabulary, added in version 2.33
• Clarification on how @uri, @qcode and @literal attributes should be treated throughout
• Clarifying and improving cross-references and links throughout the document
• Improved the additional resources section including links to related IPTC standards and added links to the SportsML-G2 Guidelines
• See the What’s New in NewsML-G2 2.32 and 2.33 section for full details.

We always welcome feedback on our specification and guideline documents: please use the Contact Us form to ask for clarifications or suggest changes.

Yesterday Nick Clegg, Meta’s President of Global Affairs, announced that Meta would be using IPTC embedded photo metadata to label AI-Generated Images on Facebook, Instagram and Threads.

Meta already uses the IPTC Photo Metadata Standard’s Digital Source Type property to label images generated by its platform. The image to the right was generated using Imagine with Meta AI, Meta’s image generation tool. Viewing the image’s metadata with the IPTC’s Photo Metadata Viewer tool shows that the Digital Source Type field is set to “trainedAlgorithmicMedia” as recommended in IPTC’s Guidance on metadata for AI-generated images.

Clegg said that “we do several things to make sure people know AI is involved, including putting visible markers that you can see on the images, and both invisible watermarks and metadata embedded within image files. Using both invisible watermarking and metadata in this way improves both the robustness of these invisible markers and helps other platforms identify them.”

This approach of both direct and indirect disclosure is in line with the Partnership on AI’s Best Practices on signalling the use of generative AI.

Also, Meta are building recognition of this metadata into their tools: “We’re building industry-leading tools that can identify invisible markers at scale – specifically, the “AI generated” information in the C2PA and IPTC technical standards – so we can label images from Google, OpenAI, Microsoft, Adobe, Midjourney, and Shutterstock as they implement their plans for adding metadata to images created by their tools.”

We have previously shared the news that Google, Microsoft, Adobe, Midjourney and Shutterstock will use IPTC metadata in their generated images, either directly in the IPTC Photo Metadata block or using the IPTC Digital Source Type vocabulary as part of a C2PA assertion. OpenAI has just announced that they have started using IPTC via C2PA metadata to signal the fact that images  from DALL-E are generated by AI.

A call for platforms to stop stripping image metadata

We at the IPTC agree that this is a great step towards end-to-end support of indirect disclosure of AI-generated content.

As the Meta and OpenAI posts points out, it is possible to strip out both IPTC and C2PA metadata either intentionally or accidentally, so this is not a solution to all problems of content credibility.

Currently, one of the main ways metadata is stripped from images is when they are uploaded to Facebook or other social media platforms. So with this step, we hope that Meta’s platforms will stop stripping metadata from images when they are shared – not just the fields about generative AI, but also the fields regarding accessibility (alt text), copyright, creator’s rights and other information embedded in images by their creators.

Video next?

Meta’s post indicates that this type of metadata isn’t commonly used for video or audio files. We agree, but to be ahead of the curve, we have added Digital Source Type support to IPTC Video Metadata Hub so videos can be labelled in the same way.

We will be very happy to work with Meta and other platforms on making sure IPTC’s standards are implemented correctly in images, videos and other areas.

As we wrap up 2023, we thought it would be useful to give an update you on the IPTC’s work in 2023, including updates to most of our standards.

Two successful member meetings, one in person!

This year we finally held our first IPTC Member meeting in person since 2019, in Tallinn Estonia. We had around 30 people attend in person and 50 attended online from over 40 organisations. Presentations and discussions ranged from the e-Estonia digital citizen experience to building re-usable news content widgets with Web Components, and of course included generative AI, credibility and fact checking, and more. Here’s our report on the  IPTC 2023 Spring Meeting.

For our Autumn Meeting we went back to an online format, with over 50 attendees, and more watching the recordings afterwards (which are available to all members). Along with discussions of generative AI and content licensing at this year’s meetings, it was great to hear the real-world implementation experience of the ASBU Cloud project from the Arab States Broadcasting Union. The system was created by IPTC members Broadcast Solutions, based on NewsML-G2. The DPP Live Production Exchange, led by new members Arqiva, will be another real-world implementation coming soon. We heard about the project’s first steps at the Autumn Meeting.

Also at this years Autumn Meeting we also heard from Will Kreth of the HAND Identity platform and saw a demo of IPTC Sport Schema from IPTC member Progress Software (previously MarkLogic). More on IPTC Sport Schema below! All news from the Autumn Meeting is summed up in our post AI, Video in the cloud, new standards and more: IPTC Autumn Meeting 2023

We’re very happy to say that the IPTC Spring Meeting 2024 will be held in New York from April 15 – 17. All IPTC member delegates are welcome to attend the meeting at no cost. If you are not a member but would like to present your work at the meeting, please get in touch using our Contact Us form.

IPTC Photo Metadata Conference, 7 May 2024: save the date!

Due to several issues, we were not able to run a Photo Metadata Conference in 2023, but we will be back with an online Photo Metadata Conference on 7th May 2024. Please mark the date in your calendar!

As usual, the event will be free and open for anyone to attend.

If you would like to present to the people most interested in photo metadata from around the world, please let us know!

Presentations at other conferences and work with other organisations

IPTC was represented at the CEPIC Congress in France, the EBU DataTech Seminar in Geneva, Sports Video Group Content Management Forum in New York and the DMLA’s International Digital Media Licensing Conference in San Francisco.

We also worked with CIPA, the organisation behind the Exif photo metadata standard, on aligning Exif with IPTC Photo Metadata, and supported them in their work towards Exif 3.0 which was announced in June.

The IPTC will be advising the TEMS project which is an EU-funded initiative to build a “media data space” for Europe, and possibly beyond: IPTC working with alliance to build a European Media Data Space.

IPTC’s work on Generative AI and media

Of course the big topic for media in 2023 has been Generative AI. We have been looking at this topic for several years, since it was known as “synthetic media” and back in 2022 we created a taxonomy of “digital source types” that can be used to describe various forms of machine-generated and machine-assisted content creation. This was a joint effort across our NewsCodes, Video Metadata and Photo Metadata Working Groups.

It turns out that this was very useful, and the IPTC Digital Source Type taxonomy has been adopted by Google, Midjourney, C2PA and others as a way to describe content. Here are some of our news posts from 2023 on this topic:

• IPTC publishes metadata guidance for AI-generated “synthetic media”
• Google announces use of IPTC metadata for generative AI images
• Midjourney and Shutterstock AI sign up to use of IPTC Digital Source Type to signal generated AI content
• Microsoft announces signalling of generative AI content using IPTC and C2PA metadata
• Royal Society/BBC workshop on Generative AI and content provenance
• New “digital source type” term added to support inpainting and outpainting in Generative AI
• IPTC releases technical guidance for creating and editing metadata, including DigitalSourceType

IPTC’s work on Trust and Credibility

After a lot of drafting work over several years, we released the Guidelines for Expressing Trust and Credibility signals in IPTC standards that shows how to embed trust infiormation in the form of “trust indicators” such as those from The Trust Project into content marked up using IPTC standards such as NewsML-G2 and ninjs. The guideline also discusses how media can be signed using C2PA specification.

We continue to work with C2PA on the underlying specification allowing signed metadata to be added to media content so that it becomes “tamper-evident”. However C2PA specification in its current form does not prescribe where the certificates used for signing should come from. To that end, we have been working with Microsoft, BBC, CBC / Radio Canada and The New York Times on the Steering Committee of Project Origin to create a trust ecosystem for the media industry. Stay tuned for more developments from Project Origin during 2024.

IPTC’s newest standard: IPTC Sport Schema

After years of work, the IPTC Sports Content Working Group released version 1.0 of IPTC Sport Schema. IPTC Sport Schema takes the experience of IPTC’s 10+ years of maintaining the XML-based SportsML standard and applies it to the world of the semantic web, knowledge graphs and linked data.

Paul Kelly, Lead of the IPTC Sports Content Working Group, presented IPTC Sport Schema to the world’s top sports media technologists: IPTC Sport Schema launched at Sports Video Group Content Management Forum.

Take a look at out dedicated site https://sportschema.org/ to see how it works, look at some demonstration data and try out a query engine to explore the data.

If you’re interested in using IPTC Sport Schema as the basis for sports data at your organisation, please let us know. We would be very happy to help you to get started.

Standard and Working Group updates

• Our IPTC NewsCodes vocabularies had two big updates, the NewsCodes 2023-Q1 update and the NewsCodes Q3 2023 update. For our main subject taxonomy Media Topics, over the year we added 12 new concepts, retired 73 under-used terms, and modified 158 terms to make their labels and/or descriptions easier to understand. We also added or updated vocabularies such as Digital Source Type and Authority Status.
• The News in JSON Working Group released ninjs 2.1 and ninjs 1.5  in parallel, so that people who cannot move from the 1.x schema can still get the benefits of new additions. The group is currently working on adding events and planning items to ninjs based on requirements the DPP Live Production Exchange project: expect to see something released in 2024.
• NewsML-G2 2.32 and NewsML-G2 v2.33 were released this year, including support for Generative AI via the Digital Source Type vocabulary.
• The IPTC Photo Metadata Standard 2023.1 allows rightsholders to express whether or not they are willing to allow their content to be indexed by search engines and data mining crawlers, and whether the content can be used as training data for Generative AI. This work was done in partnership with the PLUS Coalition. We also updated the IPTC Photo Metadata Mapping Guidelines to accommodate Exif 3.0.
• Through discussions and workshops at our Member Meetings in 2022 and 2023, we have been working on making RightsML easier to use and easier to understand. Stay tuned for more news on RightsML in 2024.
• Video Metadata Hub 1.5 adds the same properties to allow content to be excluded from generative AI training data sets. We have also updated the Video Metadata Hub Generator tool to generate C2PA-compliant metadata “assertions”.

New faces at IPTC

Ian Young of Alamy / PA Media Group stepped up to become the lead of the News in JSON Working Group, taking over from Johan Lindgren of TT who is winding down his duties but still contributes to the group.

We welcomed Bonnier News, Newsbridge, Arqiva, the Australian Broadcasting Corporation and Neuwo.ai as new IPTC members, plus a very well known name who will be joining at the start of 2024. We’re very happy to have you all as members!

We are always happy to work with more organisations in the media and related industries. If you would like to talk to us about joining IPTC, please complete our membership enquiry form.

Here’s to a great 2024!

Thanks to everyone who gave IPTC your support, and we look forward to working with you in the coming year.

If you have any questions or comments (and especially if you would like to speak at one of our events in 2024!), you can contact us via our contact form.

Best wishes,

Brendan Quinn
Managing Director, IPTC
and the IPTC Board of Directors: Dave Compton (LSE Group), Heather Edwards (The Associated Press), Paul Harman (Bloomberg LP), Gerald Innerwinkler (APA), Philippe Mougin (Agence France-Presse), Jennifer Parrucci (The New York Times), Robert Schmidt-Nia of DATAGROUP (Chair of the Board), Guowei Wu (Xinhua)

The IPTC is happy to announce that it will be working as an affiliate organisation of the TEMS project to build a Trusted European Media Data Space.

The product of a two-year-long tender and award process with the European Commission, TEMS is a joint undertaking of 43 organisations representing hundreds of stakeholders from 14 countries in the cultural and creative sectors, which aims to conceive and implement a common media data space across Europe.

The TEMS partner organisations range from global news organisations to data platform providers, broadcasters, archives and media innovation units, as can be seen below.

To follow news from the TEMS project, see http://www.tems-dataspace.eu/ or follow @TEMS_EU on X/Twitter.