transparency Archives - SmartFrame https://smartframe.io/blog/tag/transparency/ Ideal Presentation, Robust Protection and Easy Monetization Wed, 16 Jul 2025 11:07:15 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 https://smartframe.io/wp-content/uploads/2023/09/fav-48x48-1.png transparency Archives - SmartFrame https://smartframe.io/blog/tag/transparency/ 32 32 Is a new age of transparency on the horizon? https://smartframe.io/blog/is-a-new-age-of-transparency-on-the-horizon/ Tue, 16 Jan 2024 11:54:37 +0000 https://smartframe.io/?p=82745 Growing uncertainty around what we can trust online has given rise to […]

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Growing uncertainty around what we can trust online has given rise to a number of initiatives whose goal is to improve transparency. But is this indicative of a broader trend?

Late last year, online dictionary Merriam-Webster announced that the word “authentic” had the honor of being its 2023 Word Of The Year.

To many, this might not have come as a surprise, given the events of the last twelve months. But with runners-up such as “deepfake” and “dystopian,” and these results reflecting search volumes on the site over the past year, there is an obvious temptation to draw conclusions as to the public’s mood and focus.

Nevertheless, as the issues that led to these searches persist beyond the year’s end, it seems likely that tools and technologies that serve as a mark of authenticity will continue to receive attention.

Building trust

One reason for this is that the matter is just as crucial to publishers of online content as it is to the audiences that consume it. For the latter, understanding what’s authentic is important as people want to be assured that they are receiving accurate information about the world. But for the former, it’s their entire reputation that’s at stake.

The demands of rolling news coverage, together with a reliance on citizen journalism and a constant stream of newer publishers challenging so-called legacy media, leave ample room for mistakes. While the consequences of these may often be insignificant, they can easily invite accusations of bias, particularly in the reporting of global conflicts and health-related matters. It’s not just a question of rigorous fact-checking, but being able to do so at speed. Get both right and the prize is the public’s trust.

Publishers have always been conscious of this, but with respect to visual content, and the ease with which visual content can be manipulated and presented out of context, there’s an imperative to demonstrate this kind of trustworthiness in a more tangible way.

Any organization can claim to be trustworthy, but it takes little more than anonymous replies on social media posts with links to alternative sources of information to undermine this. So the logical response is to make the process of assessing this information as transparent as possible.

Read more: How can publishers increase and optimize page speed?

Earlier this year, for example, the BBC launched a new BBC Verify brand, which comprises around 60 journalists working in a dedicated space “with a range of forensic investigative skills and open source intelligence (Osint) capabilities at their fingertips”. These include Analysis Editor Ros Atkins, who is best known for his Ros Atkins On… series that distills complex issues into short video explainers.

The BBC states that, rather than sorting content into verified and unverified buckets, BBC Verify aims to actually explain the verification that has taken place. This allows the viewer to assess whether its methods are sound, rather than simply take its word that a piece of content is considered genuine.

Similarly, the Content Credentials tool from the Content Authenticity Initiative allows for greater transparency over the creation and editing of online content. By allowing viewers to inspect the credentials attached to the work – that is, the content producer, any edits that have been made, the original images used in any composite works, and the date and signing of the work – they’re better informed about what to trust.

These initiatives follow others developed over the past few years for advertisers, whose concerns around transparency are more to do with having sufficient oversight on the supply chain so that they can understand where their ads have been shown, the allocation of their budgets, and tools to counter ad fraud.

While these initiatives, which include the IAB’s Gold Standard and ads.txt, may appear distinct from things like BBC Verify and Content Credentials, they’re not wholly unrelated. Publishers committed to creating trustworthy environments are more likely to attract the right kind of audiences, which, in turn, are more valuable to advertisers.

A new era?

Perhaps it’s the fact that the emergence of these tools and systems coincides with Google’s long-awaited deprecation of third-party cookies in Chrome – which places more focus on exactly how online viewers are being targeted by ads and the data used to do so – that makes it seem like the following year will witness the start of a new chapter in online transparency.

Or perhaps these are a natural and logical continuation of what has already come before. Many publishers already state their editorial policies and highlight corrections where necessary; detail their ownership and funding; mark native advertising clearly; show authorship and links to writers’ social media channels; and adhere to requirements around affiliate commissions when recommending products that can be purchased on a third-party site.

Read more: Premium publishers – what they are and the difference they make

Over the next few years, these practices are likely to be joined by policies that detail their responsible use of AI tools. Additionally, more obvious indicators of AI-generated content may become more prominent.

While some of these may be required to comply with the relevant regulations, publishers that voluntarily take additional steps to demonstrate their trustworthiness are more likely to hold themselves to a higher standard for their audiences and partners, and so will fare better under scrutiny. Given that the average person will only realistically take their news from a limited number of sources, steps like these may well determine who the publishers of tomorrow actually are.

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]]> Why is ethical advertising important? https://smartframe.io/blog/why-is-ethical-advertising-important/ Tue, 19 Dec 2023 16:04:01 +0000 https://smartframe.io/?p=82535 More than ever, ethical practices are a vital aspect of a brand’s […]

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More than ever, ethical practices are a vital aspect of a brand’s reputation. But how does this apply to advertising?

People are increasingly becoming more aware of the implications of their lifestyle choices and the effects of their purchases. Therefore, brands need to be honest in their advertising and marketing efforts.

Effective advertising is hard to achieve:

  • How do you reach the right audience?
  • Which platforms are they on?
  • What type of message should you be promoting
  • Could this message be seen as misleading?

To maintain consumer trust, it is important to communicate honestly and ethically without exaggerating or misleading users about your product.

What is the most fundamental ethical issue in advertising?

The main ethical problem in advertising is dishonesty. Providing accurate information about a product or service is crucial as it helps consumers make informed choices based on facts rather than oversensationalization.

Misleading claims, false advertising, and deceptive tactics all harm consumer trust and can have long-lasting negative consequences for a brand.

Why are ethics important when advertising?

Ethical advertising is important because it builds trust with consumers and, assuming all organizations follow them, creates a fairer marketplace.

When brands are truthful and open, they are more likely to gain and retain customer loyalty. This also helps protect consumers from misleading or harmful advertising, benefiting society.

If all companies have the same ethics, over-the-top ads will only occur for specific reasons, such as satire.

Businesses that lie outright and claim their product can do something it cannot – without obvious signals of a joke – might gain an unfair advantage.

Even Red Bull was fined because its drink didn’t actually give you wings!

When businesses follow the same rules, it creates fair competition, which in turn promotes innovation and rewards businesses that satisfy consumer needs.

Ethical advertising is important as it allows for informed decision-making, protects against deception, and enables people to support businesses that align with their values.

What is an advertising code of ethics?

An advertising code of ethics is a set of rules created by a company or industry group. It ensures that businesses are honest and fair when promoting their product(s).

These ethics are often enforced through self-regulation, government oversight, independent agencies, and legal action.

The potential level of offense an ad creates will dictate the consequences. Advertisers usually have a process for complaints so consumers can report ads they consider to be problematic.

According to the Institute for Advertising Ethics (IAE), there are nine key ‘Principles for Ethical Advertising’.

These principles promote honesty and ethical standards in advertising, public relations, and marketing for the public’s benefit.

They stress the importance of personal ethics, transparency, fair treatment of consumers, and adherence to laws in creating commercial advertisements.

Additionally, the principles highlight the need for open discussions about ethical concerns within advertising teams and establishing trust through transparency in business relationships.

Other organizations, like the International Chamber of Commerce, have established codes of ethics, and offer online courses to promote responsible advertising practices globally.

What is greenwashing? And why is it a problem?

Greenwashing involves making false claims about the environmental friendliness of products in advertising. This makes it one form of unethical advertising.

These advertisements often mislead individuals striving to make more environmentally responsible choices and capitalize on the overall push for a greener world.

This issue with greenwashing is that it not only tricks customers, but also takes attention away from real efforts to help the environment.

Companies can easily make unsubstantiated claims, or withhold certain information completely, in a bid to make them appear more environmentally conscious.

The emotional appeal of eco-friendly messaging can cloud judgment, leading people to unknowingly support companies that may be contributing to environmental harm.

What challenges are faced when adopting ethical advertising principles?

Many think it’s important for companies to advertise transparently and ethically. So what challenges are there in doing so?

One major issue is the urgency to earn money quickly, especially with outside investment. This can cause businesses to prioritize profit over ethical decision-making.

Ethical marketing can be costly for companies because they have to bear expenses such as research, training, and advice, and such costs can be particularly challenging for companies with financial limitations.

What does ethical advertising look like?

A great example of ethical advertising is Patagonia’s “Don’t Buy This Jacket” campaign.

Widely known as a sustainability-first brand, instead of pushing people to rush into buying new clothes for Christmas, Patagonia encouraged its loyal customers to think about the environmental effects of their purchases.

This campaign matched the company’s dedication to sustainability and openness, connecting with its consumers who appreciate ethical practices.

It encouraged mindful buying habits, reducing unnecessary consumption and mitigating the environmental impact of the fashion industry.

Furthermore, the company’s willingness to challenge the idea of endless consumption is the exact opposite of “fast fashion” and many consumers appreciate the impact of such practices, as it prioritizes quality over quantity and mindful consumption over rash buying.

What does unethical advertising look like?

SmileDirectClub might not have gone out of business if it had been truthful about its product.

Over the years, the US firm had faced numerous allegations of making false and misleading claims about the effectiveness, safety, and affordability of its services.

In Australia, the Australian Competition and Consumer Commission (ACCC) fined SmileDirectClub AU $3.5 million for making false or misleading statements about its products and services between 2019 and 2020.

Similarly, in the United Kingdom, the BBC ran an investigation into SmileDirectClub that revealed the firm had been making false claims about the qualifications of its dentists and the compatibility of its aligners with various dental conditions.

Earlier in 2023, Align Technology sued SmileDirectClub for false advertising, alleging that the company was misrepresenting its products and services as the same as those offered by licensed orthodontists.

The many SmileDirectClub cases highlight the need for more oversight in online advertising, whether from a regulatory body or government.

Our interconnected online world has made it easier than ever to distribute advertisements and has created an environment in which false or misleading claims can reach a large audience quickly.

Without effective safeguards in place, consumers will always be at risk of being misled or even harmed by companies.

SmileDirectClub folded in December 2023, with reports estimating the firm held almost $900 million in debt.

What role will AI play in ethical advertising?

Artificial intelligence (AI) has revolutionized the advertising landscape in recent years, with more automation and more opportunities to offer targeted personalized ad experiences.

By analyzing consumer data, AI algorithms can identify patterns and preferences, allowing advertisers to tailor their messaging to specific individuals or groups.

This targeted approach increases the relevance of advertisements and enhances the overall consumer experience.

However, the further embedding of AI in advertising does raise concerns about privacy and data ethics, especially with general internet users; one report claims that 72% of American consumers worry about their data being used by an AI system in the future.

Striking a balance between innovation and ethical considerations is paramount in the age of AI-driven advertising.

Advertisers can harness the power of AI to create effective advertising campaigns while maintaining consumer trust and remaining ethical in their online campaigns by adopting responsible data practices, respecting user privacy, and prioritizing transparency.

Final thoughts

Ethical advertising is not just about being honest; it’s also about being fair and responsible.

Advertising messages and campaigns must be carefully crafted to avoid misinterpretation, as different individuals may perceive them in different ways.

Brands must diligently communicate to ensure they convey the intended message and avoid any potential misunderstanding or offense.

Working collaboratively and trusting your team to find the best balance between creativity and responsibility is paramount.

Ethical advertising is not just a moral obligation but a strategic necessity for long-term success in building a strong and sustainable brand reputation in the modern marketplace.

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]]> Content Credentials: Everything You Need To Know https://smartframe.io/blog/content-credentials-everything-you-need-to-know/ Tue, 28 Nov 2023 14:35:19 +0000 https://smartframe.io/?p=82243 The amount of content posted online each day can make it hard […]

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The amount of content posted online each day can make it hard to understand whether what we’re looking at is quite as it appears. In this article, we explain what Content Credentials are and how they can help.

A Newsworks study in 2022 found that more than half (52%) of those interviewed admitted being deceived by fake news at least once – and one in ten said that they “never check the reliability” of content they come across online.

The rise of misinformation and manipulated content is especially prevalent on social media platforms where anybody can post or repost anything they come across without taking the time to verify the source.

This has led to the development of Content Credentials, which are now starting to appear in online images.

What are Content Credentials?

Content Credentials are designed to help people better understand a piece of online content through the addition of tamper-evident metadata.

This metadata details more information including where a piece of content originated, whether it has been subject to any editing, and, in the case of composite images, the original images used.

Who created Content Credentials?

Content Credentials were established by the Adobe-led Content Authenticity Initiative (CAI).

They conform to the standard developed by the Coalition for Content Provenance and Authenticity (C2PA), a non-profit joint development foundation project founded in February 2021 by Adobe and Microsoft. The Content Credentials icon, which was introduced earlier this year, is now part of this standard.

The C2PA brings together the efforts of the CAI with those of Project Origin. Its main objective is to establish clear standards for verifying the provenance of digital content. Other members of the C2PA include Arm, the BBC, Intel, and Truepic.

Why do Content Credentials exist?

According to Andy Parsons, Senior Director of the Content Authenticity Initiative (CAI), Content Credentials were created to become “a universal standard and expectation across culture online.“

The explosion of AI-generated images, synthetic content, and deep fakes has meant that the world is constantly being faced with new challenges in verifying every piece of content posted online.

Content Credentials enable the creator of a piece of content to attach their identity and other information to the image. This helps improve overall transparency once it appears online.

This, in turn, means that online users are better equipped to decide whether what they are looking at is what they believe it to be.

A further benefit is that content creators are properly credited for their work, in the way they have specified, regardless of where this content is viewed online.

What do Content Credentials show?

Content Credentials can provide a range of information on a piece of content including:

  • details on the creator or publisher
  • the place in which an image was taken
  • any tools used in the creative process
  • edits made to the original content
  • if generative AI has been used.

Content creators can also use these to attach social media handles and web3 details.

You can see this for yourself in the image above. Simply hover over it and click on the Content Credentials pin, which reveals some of the information outlined above.

In addition to the photographer and editing history, these details also show that this is an official piece of content from the New Zealand Rugby Official Photography Library.

Why are Content Credentials important?

Content Credentials add a layer of verification to make the digital world more trustworthy and reliable for creators, users, and journalists alike.

They act as a point of provenance to help people spot and avoid misinformation across the many forms of online content.

One recent event in particular made the importance of this clear.

In May 2023, news of an explosion at the Pentagon went viral. According to the AP, this “sent a brief shiver through the stock market” and was reported by official news outlets abroad before US officials confirmed it was an image generated by artificial intelligence.

Given the growth in the usage of AI tools and the corresponding fragmented nature of regulating any rapidly evolving technology, debates around how it’s fairly regulated continue around the world.

Proactive efforts, such as Content Credentials, allow users to identify content that may have been tampered with, or that is completely false to begin with. This is thanks to the principle of cryptographic signing, which is used to append this metadata to images.

Consider for a moment any image posted online needing to go through some form of verification, one that is easily accessible and that clearly shows its history and any editing.

This system would empower journalists to easily confirm the image source, resulting in more accurate and reliable reporting.

Furthermore, ensuring that images and other digital content are authenticated by their creator and include an editing history may help to provide evidence in the case of copyright disputes.

How do I use Content Credentials?

If a piece of content has associated Content Credentials, you can access these by clicking on the “CR” pin in the corner of the image. Alternatively, there may be a specific Content Credentials link to indicate that this information is available.

In either case, a panel on the side of the image with further details will appear. Clicking on a button at the bottom of this panel will direct the user to the contentcredentials.org page, where additional details may be seen.

Can I use Content Credentials with SmartFrame images?

We are a proud member of the CAI and committed to helping the mission to create a safer and more transparent online environment. For this reason, all SmartFrame images are capable of supporting Content Credentials.

This means that, regardless of where these images are shared or viewed online, we actively help content owners maintain transparency over their images.

Furthermore, SmartFrame’s multi-layered theft protection will help keep them safe from theft and unauthorized use.

How do Content Credentials help photographers and photojournalists?

By attaching Content Credentials to their images from the moment they are captured – or at least as soon as possible – photojournalists and photographers can ensure that anyone who comes across their work has access to a transparent record of the image’s history.

While photographers may use this to attach an appropriate credit and to show a creative process, this level of transparency is particularly important for photojournalists because it allows them to establish and maintain credibility and trust with their audience.

This may also be helpful when submitting images for competitions.

There have been multiple stories in recent years concerning images that have been entered into competitions that were later discovered to be either composites or to have been at least partly created using AI tools (or in some other way to have broken the conditions of entry).

Making the creative process clear from the start would allow the eligibility of such images to be assessed upon submission.

Do Content Credentials show the same type of information in all images?

As the process by which one image comes into existence may differ from another, we should expect any appended information to vary too.

For example, an image that has not been edited in any way will not have any editing history to show. Likewise, a composite image may show all the images that have been used in its composition, whereas a conventional image will not.

Another reason that two images may show different information is that a content creator or publisher decides which categories of information to attach. Additionally, Adobe has made it clear that some Photoshop actions are not yet supported by Content Credentials.

Do Content Credentials support AI images?

Despite the many controversies around IP and other ethical concerns, Content Credentials can be applied to AI-generated images.

As with images captured conventionally, Content Credentials can be used to determine the origin of an AI-generated image and record its editing history.

Furthermore, Content Credentials can be used to identify AI images by embedding a flag or marker in the credential itself that indicates that the image was generated by an AI tool.

Are Content Credentials in Photoshop?

Yes, Content Credentials (Beta) are available to Photoshop users. As the video below shows, these can be exported with images once any edits have been made.

Are Content Credentials in Lightroom?

Yes. Adobe Lightroom users can quickly enable Content Credentials (Beta) to appear as an option when exporting images. You can learn how to do this by reading Adobe’s explainer.

Are Content Credentials in Adobe Firefly?

Content Credentials are also a part of Adobe Firefly. When you use specific features like Text to Image, Text Effects, or Generative Fill, the system automatically attaches Content Credentials to the image(s) created.

Users can also include additional Content Credentials if they wish to share extra information about the creative process and what tools were used.

Which cameras support Content Credentials?

At the time of writing, only a couple of cameras have Content Credentials built in as standard.

These are the Leica M11-P – the world’s first camera with Content Credentials – and the soon-to-be-released Sony A9 III.

Sony has, however, announced that some of its older Sony A1 and A7S III cameras will support Content Credentials via a firmware update.

Nikon also demonstrated a sample of its Z9 camera with Content Credentials built into it at this year’s Adobe MAX event, although the feature is not currently integrated into retail samples.

What’s next for Content Credentials?

Content Credentials will undoubtedly become more prominent as the CAI welcomes new members, and as a broader range of platforms and hardware support the standard.

The CAI has also stated that Content Credentials are applicable to audio and video, which echoed similar statements in its original white paper about presenting “a set of standards that can be used to create and reveal attribution and history for images, documents, time-based media (video, audio) and streaming content”.

At the time of writing, there doesn’t appear to be much information on quite how this will apply to formats other than images.

However, Adobe has said that the icon and transparency features will soon be coming to further apps, so further details will no doubt be made available as this happens.

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]]> Transparency in the advertising industry: Initiatives supporting the ecosystem https://smartframe.io/blog/transparency-advertising-industry-initiatives-supporting-the-ecosystem/ Mon, 05 Jun 2023 11:16:28 +0000 https://smartframe.io/?p=80887 As the advertising industry continues to evolve, the ever-growing importance of transparency […]

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As the advertising industry continues to evolve, the ever-growing importance of transparency requires more industry collaboration to find the best solutions. Here are some initiatives striving to do better.

Transparency is a term that’s often thrown around in many different industries. And in the advertising sector, the introduction of GDPR and the subsequent demise of the third-party cookie mean it’s more prevalent than ever.

As consumer data remains a hot topic at many industry events, it’s worth considering what initiatives are in place – both on the media buying and selling sides – to help create a more transparent advertising ecosystem.

Why is transparency so important within the advertising industry?

In short, data, ethics, and the fact that there is a lot of money involved, both for businesses and for the average person buying a product.

Consumers associate brands that are open about how they use data with more positive outcomes because there is a shared understanding that their information is being handled responsibly.

Edelman’s Trust Barometer states that the default setting for almost 60% of consumers is to distrust something until there is clear evidence to believe otherwise.

Through the use of distinct opt-in messages and transparent privacy policies throughout any process, businesses are able to develop more rapport with their prospective customer(s), provide better-suited and personalized advertising, and protect themselves against any potential privacy issues down the line.

Such discussions and projects centered around transparency have only recently become more prevalent in business-to-business transactions. Businesses, agencies, and publishers around the globe are starting to recognize the value of alignment when it comes to company ethos, from sustainability to media buying.

With the number of digital publishers continuing to grow across the world, programmatic advertising in particular is having to struggle with delivering quality ads, at speed, without risking the safety of any given brand.

What’s being done to improve transparency within the advertising industry?

There are a number of initiatives that have been conceived to help improve transparency. Here are a few of the most prominent ones.

Buyers.json and DemandChain Object

In 2021, the IAB Tech Lab introduced two new buy-side transparency standards to help curb the issues of malvertising and scam ads.

Having seen success with sellers.json and SupplyChain Object, Buyers.json and DemandChain Object are expected to evolve into a strategy that improves transparency in the advertising industry for publishers by authenticating those who provide ads.

What is buyers.json and DemandChain Object?

Buyers.json allows advertising systems to publicly declare the buyers they represent, while DemandChain Object provides transparency around each entity involved in a specific transaction.

With this information, publishers and supply-side platforms (SSPs) can highlight any risks (such as malvertising, scam ads, or other malicious content), protect themselves accordingly, and create a record of their actions for future reference.

Furthermore, DemandChain Object has the potential to revolutionize the advertising supply chain since this enables advertisers to track the journey of their ad from creation to delivery, which in turn allows them to confirm that it reaches the appropriate audience in the intended manner.

The implementation of these types of frameworks has already created more transparent communication channels on each side of the coin – and it’s a promising sign to see so many leading businesses support such initiatives.

Read more about buyers.json and DemandChain Object on the IAB Tech Lab site

Measurement metrics

Industry-recognized metrics, such as viewability, completion rates, and engagement, now serve as a common language for evaluating ad performance.

Advertisers and publishers can both review campaigns against a consistent metric, allowing for honest feedback and evaluations of campaign performance.

How do measurement metrics help transparency across the advertising industry?

Metrics for measuring performance are critical for promoting advertising transparency as they provide a standardized performance benchmark for evaluating campaigns and making better decisions in the future.

The recent hype surrounding the attention economy has increased industry collaboration, as this particular form of measurement has yet to be christened with a specific form of value or number, making it difficult to track success.

Nonetheless, the work done by the likes of New Digital Age and other associations has instigated discussions around how best to measure this newfound advertising gold dust, increasing transparency between all segments of the ad tech ecosystem.

Check out SmartFrame’s guide to the attention economy

Content Authenticity Initiative

The Content Authenticity Initiative (CAI) is a relatively new community that has come about to combat the spread of misinformation by implementing a new standard for verifying digital content.

Led by Adobe, the community comprises a range of tech companies and media organizations including:

  • SmartFrame Technologies
  • Canon
  • Nikon
  • PA Media
  • The Associated Press
  • The BBC
  • Microsoft
  • NVIDIA
How does the Content Authenticity Initiative promote transparency?

Through the use of cryptographically verifiable metadata, the CAI provides a secure, tamper-evident record of an image’s provenance and modification history. This allows online audiences to gain a better idea of the trustworthiness of online media, which, in turn, helps them to make more informed decisions about the content they consume, and to avoid misinformation and disinformation.

Restoring trust with consumers

Transparency should be a fundamental pillar of the advertising industry. Initiatives such as sellers.json, SupplyChain Object, buyers.json, and DemandChain Object can play a crucial role in enhancing transparency, combating ad fraud, and improving the overall trust of ads between businesses before they reach consumers.

The rise of ad blockers in recent years highlights the erosion of trust between consumers and advertisers. In order to restore this trust, the industry must focus on delivering ads that are high in quality and genuinely useful to consumers – and this starts from within.

Removing outdated techniques like cookie dropping is forcing our industry to reshape the way we reach target audiences and prioritize user trust in a safe manner for the greater good.

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