In July, we announced a partnership with New Zealand Rugby that brought all official New Zealand Rugby images into a single portal, the New Zealand Rugby Official Photography Library.
This library, which features official images of the All Blacks, Black Ferns, and all other Teams in Black, allows publishers to find images to embed on their websites with ease, which they can do free of charge.
Since its launch, the portal has welcomed hundreds of new images every day and recently passed the 80,000 image milestone. Publishers all around the world are embedding these images on their sites and benefitting from a new way of working. Want to join them? Learn how.
But now, we’ve made it even better by equipping every image in the New Zealand Rugby Official Photography Library with Content Credentials.
What’s the purpose of Content Credentials?
Content Credentials, which have been developed by the Adobe-led Content Authenticity Initiative, are a tamper-evident form of metadata, and a vital tool to help online audiences understand the origins and history of an image.
The detail within them helps online users understand when an image was taken, who created the image, and whether it was edited in any way. In the case of composite images, Content Credentials also show which original assets were used.
Also displayed is the organization responsible for authenticating the image and the date of authentication itself. So, in the case of the New Zealand Rugby Official Photography Library, this tool validates an image’s status as an official New Zealand Rugby image.
Why is this important?
By understanding where an image has come from and who is responsible for its authentication, people are better informed when assessing whether they can trust what they see.
In an age of misinformation, generative AI, and bad-faith actors who exploit the weaknesses of traditional online image publishing, the importance of this is hard to overstate.
SmartFrame’s image-streaming platform has already changed the way images can travel and be enjoyed online, but this integration now means that wherever people enjoy an official New Zealand Rugby SmartFrame image, they can understand everything important about how it came into existence.
How do I access Content Credentials?
You can find Content Credentials in every New Zealand Rugby Official Photography Library SmartFrame image.
To access Content Credentials, simply hover over the image and click on the Content Credentials link. This will then open up a panel on the left-hand side, which will reveal the information described above.
How will this develop in the future?
We’re already starting to see the feature find its way into cameras, and with Adobe leading the Content Authenticity Initiative behind the tool, it’s not surprising that its popular Photoshop and Lightroom programs support the feature too.
As a broader number of digital devices, online platforms, and editing programs begin to support Content Credentials, content owners should be able to append a greater range of details, which in turn will make it an even more vital source of information for online users.
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