How C2PA is bringing authenticity back to the Internet

We scroll, click and consume a flood of digital content every day. But how often do we pause and ask: Can I trust what I’m seeing? From Artificial Intelligence (AI) generated videos to deepfakes and altered images, the internet is saturated with content that looks real but isn’t. 

That’s where the Coalition for Content Provenance and Authenticity (C2PA) comes in. Backed by industry leaders like Adobe, BBC, Google, Microsoft, OpenAI and now Irdeto, this initiative is building a more transparent digital world, where trust in content is earned and verifiable. 

What is C2PA and why should you care?

Imagine watching a breaking news video only to later discover it was entirely AI-generated and designed to mislead. Or picture an artist’s work being altered and reposted without credit. Without systems in place to verify source and integrity, digital content becomes a liability. 

C2PA is working to fix this by developing global standards for digital content authentication. It’s like a digital fingerprint for media – one that tracks its origins and any changes made along the way.  

Here’s why this matters: 

• Fighting disinformation: From deepfake political speeches to fake news, distinguishing between real and manipulated media is harder than ever. C2PA provides a standardized way to trace the origin of content, helping news organizations, social media platforms and individuals filter out deceptive material. 

• Giving consumers control: Imagine being able to verify an image’s authenticity with a simple click before sharing it. C2PA makes this possible by allowing users to see the full history of digital media. Who created it, whether it has been altered and by whom. This gives people the power to make informed decisions about the content they engage with. 

• Protecting creators and restoring trust: By embedding verifiable metadata into their content, news organizations, artists, filmmakers and others can create a clear provenance trail that proves the content's origin. This means any media falsely claiming to be from a trusted source, like a spoofed news clip, can be quickly identified and discredited. 

• Compliance and legal protection: Governments and regulatory bodies are more and more focused on finding digital misinformation and content manipulation. By implementing C2PA standards, businesses and media organizations can stay fully compliant while reducing legal risks. 

The industry’s role in building a safer digital world 

With content moving quickly across platforms and formats, knowing where something came from and how it’s been edited matters more than ever. C2PA offers a standard way for the entire ecosystem to communicate that history. From newsrooms to social networks and technology providers, every stakeholder plays a role in making content provenance visible and accessible. 

By working together, we can give everyone, from creators to consumers, the context they need to evaluate content confidently and start trusting the digital world all over again. 

Irdeto joins C2PA 

At Irdeto, trust and security have always been at the heart of what we do. For more than 50 years, we’ve been protecting digital assets and we realize, now more than ever, how critical solutions like C2PA are. 

By joining C2PA, we’re bringing decades of experience in keeping digital content secure. We've helped protect video content from the moment it’s created all the way to when it’s watched on a screen. That includes working with broadcasters, operators, device makers and software platforms to make sure everything stays safe and trusted.

These are the exact challenges that C2PA faces as it rolls out; enabling trust across complex, multi-stakeholder environments. We know the workflows, the pain points and the players and we’re ready to help. 

Let’s start building a smarter, safer digital world 

This is just the beginning. Whether you produce, distribute or manage media, we’d be happy to show you how content provenance can protect your brand and improve audience confidence. Let’s talk!

The future of digital trust starts now. Let’s make it stronger, together.