sb-eu logo
Story image

Adobe, New York Times and Twitter announce content authenticity initiative

05 Nov 2019

At Adobe MAX, Adobe today announced the Content Authenticity Initiative, along with The New York Times Company and Twitter, aimed at developing an industry standard for digital content attribution.

The ability to provide proper content attribution for creators and publishers is critical to ensure trust and transparency online.

Adobe, The New York Times Company and Twitter believe that creating a long-term solution is a shared responsibility among creators, technology, and media companies, and that joining forces will accelerate progress.

“With the proliferation of digital content, people want to know the content they’re seeing is authentic,” says Adobe executive vice president and general counsel Dana Rao.

“While this is a formidable challenge, we are thrilled to be championing the adoption of an industry-wide content attribution system, along with The New York Times Company and Twitter.

“It is critical for technology and media companies to come together now in order to empower consumers to better evaluate and understand content online.”

Adobe is developing an opt-in system that will allow creators and publishers to securely attach attribution data to content they choose to share.

The framework is designed to let authors verify their content so that they receive proper attribution and provide consumers with an attribution trail to give them greater confidence about the authenticity of the content they’re consuming.

Adobe demonstrated a prototype of its content attribution technology embedded in Photoshop at Adobe MAX, the world’s largest creativity conference.

“Discerning trusted news on the internet is one of the biggest challenges news consumers face today,” says The New York Times Company research & development head Marc Lavallee.

“Combating misinformation will require the entire ecosystem—creators, publishers and platforms—to work together. This initiative lays the groundwork for doing that through open standards and protocols."

“Serving and enhancing global public conversation is our core mission at Twitter,” says Twitter Global trust and Safety vice president Del Harvey.

“We're excited to work with Adobe and The New York Times Company to find new and innovative ways to support our existing efforts. Everyone has a role to play in information quality and media literacy. Collaboration on issues as complex as this is key—we welcome the partnership.”

Adobe, The New York Times Company and Twitter plan to kick off the initiative at a summit along with a larger group of technology and media companies in the coming months.

Companies interested in participating in the Content Authenticity Initiative can learn more online.

Story image
Zero trust is the way to secure the distributed workforce - Empired
Existing security solutions need to evolve to accommodate the new remote workforce.More
Story image
Yubico launches latest YubiKey with NFC & USB-C support
Yubico has released a new hardware authentication key, designed to provide security through both near-field communication (NFC) and USB-C connections and smart card support.More
Story image
Spending on managed security services in A/NZ to grow despite COVID headwinds
COVID-19 has changed security priorities significantly, and managed security services in A/NZ are set to benefit. More
Story image
Kaspersky finds red tape biggest barrier against cybersecurity initiatives
The most common obstacles that inhibit or delay the implementation of industrial cybersecurity projects include the inability to stop production (34%), and bureaucratic steps, such as a lengthy approval process (31%) and having too many decision-makers (23%). More
Story image
Kaspersky releases new report on consumer’s approach to digital services
COVID-19 related restrictions and the necessity to stay indoors has influenced the way people approach digital services, making them more aware of how securely both they, and their housemates, use the internet.More
Story image
Why it’s essential to re-write IT security for the cloud era
Key components of network security architecture for the cloud era should be built from the ground up, as opposed to being bolted on to legacy solutions built for organisations functioning only on-premises or from only managed devices.More