Reuters, Canon and Staring Lab have teamed up to launch a pilot programme demonstrating how news organisations could certify the authenticity of an image and ease concerns about content’s legitimacy.
The new project aims to tackle the spread of misinformation, particularly with the advancements in generative AI and its ability to create visuals to deceive or misinform viewers – the partners collaborated to prove their ability to embed trust into a photograph – from the point of capture through publication – and the integration of Starling Lab’s authentication framework into Reuters picture desk workflow.
They say: “Trust in news is critical. However, recent technological advancements in image generation and manipulation are causing more people to question what is real, and what is not. Reuters continues to explore new technologies to guarantee that the content we deliver to the world be factual and trusted,” said Rickey Rogers, Global Editor, Reuters Pictures. “Our collaboration with Canon demonstrates the potential for new technology in image verification to increase consumers’ confidence that what they see is genuine. We look forward to sharing the encouraging findings from the project with our customers and applying them to protect our photojournalism. Our goal is to remain one of the most trusted global news sources.”
The pilot project saw Reuters photojournalist Violeta Santos Moura capture pictures using a prototype Canon camera that digitally assigns each photograph and its corresponding time, date and location with a unique identifier (hash value) and then cryptographically signs them to establish a root of trust for their authenticity. The photos are then registered into a public blockchain and updated after each modification by the Reuters pictures desk. This process continues until the photo is distributed with its metadata, edit history and blockchain registration embedded in the photograph using the new C2PA standard. To verify the picture’s authenticity, news customers can compare its unique identifier (hash value) on the public ledger. Viewers can also review its metadata by clicking on the embedded icon on the project’s microsite. More details about the underlying technology here.
“Many photojournalists rely on Canon technologies. We understand the role that images play in society and recognise the importance of preserving image authenticity,” said Richard Shepherd, Product Marketing and Marketing Strategy Senior Manager, Canon Europe. “Working as part of the Content Authenticity Initiative (CAI), Canon wants to take meaningful measures to protect image outputs that serve the news community worldwide.”
Related on PAN:
Read: Reuters Institute Digital News Report 2023 – highlights
Adobe unveils content attribution tool – helps prove image authenticity