Tucked away at the bottom of Fujifilm’s GFX 100S II press release is the news that Fujifilm has joined both the Coalition for Content Provenance and Authenticity (C2PA) and the Content Authentication Initiative (CAI).
The two organizations are, respectively, a group developing the specifications and standards around “content credentials,” the metadata requires to provide proof and traceability of photo and video creation, and a group of companies working to promote the adoption of these credentials as an open standard.
The company says it’s ultimately committed to applying this verification system to its own cameras. Various manufacturers, including Leica, Nikon and Sony are already developing content authentication systems to the C2PA and CAI standard in their cameras.
Press Release:
Additional News:
Membership in C2PA1 and CAI2 and efforts to develop a system to provide context and history for digital media In recent years, it has become an important global objective to work to rebuild trust online by proving the authenticity of photographs, videos and other online content. To further this effort and enable creative and business activities to continue to flourish, Fujifilm has joined two organizations, the Coalition for Content Provenance and Authenticity (C2PA) and the Content Authenticity Initiative (CAI). Fujifilm is collaborating with these organizations in their efforts to ensure that the originator of digital content can be verified online through Content Credentials.3 Through its association with C2PA and CAI, Fujifilm will assist efforts to develop a system to provide context and history of digital content by providing valuable information, such as the origin and record of content, to the digital file. Fujifilm is committed to ultimately applying this verification solution to its GFX and X series line-up4.
1 An open, technical standards body addressing the prevalence of misleading information online through the development of technical standards for certifying the source and history (or provenance) of digital content. C2PA is a Joint Development Foundation project that publishes Content Credentials, the digital content verification system and standard.2 A global community of media and tech companies, NGOs, academics, and others working to promote adoption of an open industry standard for content authenticity and provenance – called Content Credentials.3 Content Credentials is essentially an “ingredient statement” for digital content that is designed to attach secure tamper-evident metadata to digital content, which can include important information such as the creator’s name, the date an image was created, what tools were used to create an image and any edits that were made along the way.4 Scheduled to be deployed as needed through firmware updates. (Deployment schedule to be determined).