Content Credentials (C2PA)
Content Credentials, also known as the C2PA standard, is an open technical format that attaches tamper-evident provenance metadata to images, videos and documents, comparable to a nutrition label for digital content. Later changes to the file or to the provenance data therefore become evident – they cannot be prevented, and the data can also be lost during further processing. It shows whether a file was photographed, edited or AI-generated, and with which tool. The standard is developed by the Coalition for Content Provenance and Authenticity, whose members include Adobe, Microsoft, Google, OpenAI and Sony.
In practice
Content Credentials are gaining importance because platforms such as YouTube and TikTok increasingly display provenance information automatically, and some device and camera manufacturers already sign recordings out of the box – Google with the Pixel 10 models, for example (as of 14 August 2026). For marketing and content teams the standard is worth a look, because it shows how image and video material may be checked for authenticity in future, which matters for image rights and the credibility of your own campaign visuals. Note that C2PA is a voluntary industry standard, not EU legislation, although it complements the labelling obligations of the EU AI Act.