The Coalition for Content Provenance and Authenticity (C2PA) is a joint initiative established to address the growing issues of misinformation, disinformation, and the authenticity of digital content. Founded by leading technology and media companies, including Adobe, Microsoft, Intel, BBC, and Truepic, C2PA aims to create a standard for certifying the source and history of media content. This standard helps ensure that consumers and businesses can trust the authenticity and integrity of digital media, ranging from images and videos to documents and other forms of content.

C2PA works by providing a set of specifications for embedding metadata in digital content that records its origin and any changes made to it over time. This metadata, often referred to as "provenance data," includes information such as who created the content, where and when it was created, and any edits or alterations that have been applied. By securely attaching this provenance data to digital media, C2PA enables users to trace the content back to its original source, verifying its authenticity and detecting any unauthorized modifications.

The coalition's efforts are crucial in combating the spread of fake news and manipulated media, which can have significant societal impacts. For example, in the context of news reporting, C2PA's standards help ensure that images and videos shared on social media or news platforms are genuine and not altered to mislead the public. This is achieved through a combination of cryptographic techniques and secure metadata storage, making it difficult for malicious actors to tamper with the provenance data.

By establishing a unified approach to content verification, C2PA enhances trust in digital media, benefiting creators, publishers, and consumers alike. It empowers creators to protect their work, helps publishers ensure the reliability of their content, and enables consumers to make informed decisions about the media they encounter.