Imatag Recognized in World Privacy Forum’s Report on C2PA and Digital Trust

Rennes, France, October 2, 2025 — Imatag is pleased to be cited in “Privacy, Identity and Trust in C2PA: A Technical Review and Analysis of the C2PA Digital Media Provenance Framework”, a new report by the World Privacy Forum (September 2025). The report offers a detailed look at how C2PA (Coalition for Content Provenance and Authenticity) addresses, or must address, key challenges around provenance, metadata, identity, privacy, and trust in digital media.

We welcome the report’s emphasis on:

• the necessity of preserving provenance metadata (even as content is edited, shared, or transformed across platforms)
• the importance of enabling opt-in and control for content creators over metadata such as location, identity, and edits
• the role of redaction, trust-lists, and identity assertions in ensuring the system works fairly, transparently, and securely.

At Imatag, we believe content provenance and authenticity are essential foundations for trust in an era of AI, deepfakes, and widespread content reuse. 

Our work aligns with many of the report’s recommendations, including:

• designing tools that protect creators’ privacy while maintaining metadata integrity,
• supporting identity assertion mechanisms that avoid unnecessary exposure or risk (e.g. via pseudonymity, minimal disclosure),
• promoting durability of provenance metadata (embedding, side-car manifests, watermarking) to prevent stripping, alteration or loss.

“Imatag is driven by a simple conviction: the integrity of digital content must be protected. We are proud to contribute technology that helps preserve trust, even as media becomes easier to manipulate and harder to verify. Being cited in this report confirms that our approach can make a meaningful difference for creators, publishers, and the public.” — Mathieu Desoubeaux, CEO of Imatag

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We also see the report as a strong signal to all stakeholders (platforms, developers, standard bodies, content creators…) about the urgency of adopting frameworks like C2PA and implementing them responsibly. Imatag is ready to partner and support this ecosystem: offering solutions, consulting, and technical integration to help others ensure provenance is not only trustworthy but also respectful of privacy and identity.

About Imatag
Created in 2015 to leverage its patented invisible watermark, IMATAG specializes in the protection and identification of images. In just a few years, IMATAG has convinced large companies in the press market, as well as brands, of the value of controlling the use and integrity of their images. Whether to protect their copyrights, fight against leaks or fake news, dozens of references use IMATAG's invisible tracker to authenticate their content worldwide. More on www.imatag.com.

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