A coalition of media experts, researchers and technologists launches the first content provenance platform for the media industry
Six organisations — Journalism Trust Initiative (JTI), UncovAI, TrustMyContent, L'Atelier, CEPIC and Sciences Po MediaLab — officially launch Provenance for Trust: the first platform dedicated to the media industry to authenticate the origin, authorship and AI-use disclosure of every piece of content published.
Starting with images in its current version, the platform has been built to make provenance visible to audiences on all platforms compliant with the C2PA standard. The service will expand to cover video and audio formats by September 2026. Its architecture is built to scale across the wider media ecosystem — for any organisation involved in producing, distributing or verifying public information.
Why the media industry needs this now
Journalism has never been more challenged. AI-generated content is flooding information ecosystems. Disinformation campaigns now operate at industrial scale. In this environment, restoring trust cannot rely on a single signal. Professional credentials, transparency standards and verifiable accountability mechanisms all play a role — to make journalistic practices visible, auditable and understandable to the public.
Audiences want proof. Advertisers want reliable safety signals. And regulators — through the EU AI Act, the Digital Services Act and the European Media Freedom Act — increasingly require news organisations to demonstrate transparency and responsibility in practice, not just in principle.
Until today, no operational tool existed at the editorial level to address authenticity, copyright protection and responsible sourcing simultaneously. Provenance for Trust changes that.
"As disinformation spreads at scale and platforms largely fail to address the problem, newsrooms need practical tools to respond. We are therefore pleased to offer JTI-certified media a simple, professional technology to help detect AI-generated fake news and protect the integrity of their journalism."
Benjamin Sabbah — Director, Journalism Trust Initiative
Three capabilities, immediately usable
Every image published through the platform carries a verifiable certificate of origin: who created it, when, with which tools. A CR (Content Credentials) icon lets readers access a full provenance card — including modification history, AI declarations and a cryptographic signature.
Copyright information is embedded cryptographically at the moment of creation, before publication. Retrospective falsification becomes detectable. Publishers gain a tamper-evident record of authorship and rights — indispensable protection against automated scraping and content theft.
Newsrooms increasingly rely on content from social media and third-party channels. Provenance for Trust gives editors a concrete tool to verify the origin and integrity of content before it enters the editorial workflow — grounding decisions in verifiable provenance, not assumption.
"It has become absolutely imperative to focus on the provenance and authenticity of content. By ensuring a verifiable origin for each piece of content, users can more easily assess the reliability of the information they consume."
Mathieu Kervenec — Spokesperson, Provenance for Trust
Who the platform is built for
Provenance for Trust is designed for any organisation involved in producing, distributing or verifying public information — at any scale.
The regulatory imperative
Provenance for Trust directly addresses compliance obligations already in force across the European Union, built to meet the requirements of three major regulatory frameworks.
| Regulatory framework | What Provenance for Trust delivers |
|---|---|
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EU AI Act — Article 50
AI-generated content disclosure obligations
Publishers and distributors of synthetic media must disclose AI use. Non-compliance carries significant penalty exposure.
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Compliant workflow
Embedded disclosure at creation
AI declarations are embedded cryptographically in every asset at the moment of creation — auditable, machine-readable, standards-compliant.
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Digital Services Act (DSA)
Platform transparency and accountability
Information intermediaries must demonstrate transparency in content moderation and sourcing practices.
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Verifiable provenance chain
End-to-end traceability
Every asset carries a tamper-evident record of origin, modification history and authorship — accessible to platforms, regulators and audiences.
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European Media Freedom Act (EMFA)
Editorial independence and source transparency
News organisations must protect editorial sovereignty and demonstrate source transparency to regulators.
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Source integrity layer
Verified editorial sourcing
Editors verify the origin and integrity of third-party content before it enters the workflow — grounding editorial decisions in cryptographic proof.
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The founding coalition
Provenance for Trust is built by six organisations whose expertise spans journalism standards, AI detection, content authentication, image rights and academic research — bringing together the full stack required to make content provenance a universal standard.
The collective is supported by the Ministère de la Culture (French Ministry of Culture) 🇫🇷.
We call on the ecosystem
Co-design and test solutions with us. Your editorial workflows are where provenance standards meet reality. Join the collective and help shape the toolbox.
Contribute expertise, tools and interoperability commitments. Open standards only work if they are genuinely shared across the ecosystem.
Embed provenance into public policy, procurement frameworks and digital governance. The standard must be universal to be effective.
Your organisation, sector or institution has a stake in how AI content transparency is implemented in Europe. Join Provenance For Trust and help shape the answer.
Join Provenance For Trust →Want to understand your Article 50 compliance obligations?
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