21 January 2025

The IAPA announced it is joining the Content Authenticity Initiative (CAI)

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Miami (January 21, 2025) - The Inter American Press Association (IAPA), a non-profit organization dedicated to defending and promoting freedom of the press and expression in the Americas, has signed up as the newest member of the Content Authenticity Initiative´s (CAI) effort to promote online transparency and trust.

"The fight against disinformation, which threatens both democracies and the credibility of the media, requires a joint effort from journalists, media, intergovernmental organizations, technology companies, academia, and international organizations," said IAPA's president José Roberto Dutriz. "We are committed to develop strategies that will help us identify and counter disinformation, promote media literacy, and strengthen the trust of our audiences," said Dutriz.

Santiago Lyon, Head of Advocacy and Education for the initiative, said that "we are very excited to announce that the IAPA is now a member of the initiative, and as such the drive to promote an open-source provenance standard."

"We expect the IAPA to be a key ally in this fight against disinformation, centered on a technical standard that would give news audiences secure information about the origin of the photographs, videos and recordings they consume online," Lyon added.

The IAPA represents more than 1,300 print media, television, radio, digital natives, press associations, service providers, and individuals throughout the Americas.

CAI is a collaborative effort of online industries with over 4,000 members across the world that promotes a digital provenance standard. The standard generates the equivalent of a "nutrition label" for online content like photos, videos and sound recordings, as well as the outputs of Generative AI.

The provenance standard is designed to give the public information about when, where and how the content was captured, as well as information on any changes made to the original file. It allows the person or organization responsible for the information to securely claim ownership.

In the case of artificial intelligence (AI), it advises that the content was produced by AI, confirming the AI service involved and the date and time of production.

The effort is designed to give the public the information to distinguish between manipulated or artificially generated content, and that is an unaltered representation of real sights and sounds.

The IAPA is a non-profit organization dedicated to defending and promoting freedom of the press and expression in the Americas. It comprises more than 1,300 publications from the western hemisphere and is based in Miami, Florida, United States.

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