What is IPTC metadata? Everything you need to know

What is IPTC metadata? And why should you use it? We explain what it is, why it’s useful, and how to append it to your images.

IPTC metadata is the cornerstone of good image management and protection. It’s particularly useful for news agencies, museums, image archives, and other organizations, where a complete picture of image details is typically required.

It’s also a key part of Google’s Licensable badge, which aims to make image sourcing and licensing straightforward, thus reducing the likelihood of unauthorized use.

Never used IPTC metadata and not sure where to start? Here’s what you need to know.

What is IPTC metadata?

When we talk about image metadata, we refer to information that describes something about an image.

Many of us are aware that an image will have a number of pieces of information attached to it, such as the camera that was used to capture the image and basic camera settings. These are part of metadata known as Exif data.

The IPTC standard is separate from Exif data. While it works on the same principle, it allows us to go into more granular detail on the image and the conditions of its use among other things.

It’s administered by the International Press Telecommunications Council (IPTC), a global standard body of the news media, who developed the standard in conjunction with Adobe.

What’s the difference between Exif data and IPTC metadata?

Whereas Exif data concerns the technical details of an image, such as the equipment used to capture an image and the settings used at the time of capture, the IPTC standard focuses on the content of the images, together with their status with regard to ownership, rights, and licensing.

Because of this, the user needs to specify IPTC information themselves, rather than rely on a camera automatically adding it to images in the same way as Exif data is attached. Some basic IPTC metadata can be edited in most cameras, but the majority needs to be added manually.

It is possible to program some cameras to automatically add a broader range of IPTC metadata, but it’s only practical to add so much in advance, since many image details will vary from one shot to the next.

The current IPTC metadata standard is split into two schemas: IPTC Core and IPTC Extension. Between them, the individual fields cover three types of properties: administrative, descriptive, and those relating to rights.

IPTC Core

Depending on the software used, IPTC Core may be divided into four sections: contact, image, content, and status.

These fields allow for the addition of keywords, headlines, and descriptions, along with image location, creator details, and usage instructions.

IPTC Extension

The IPTC Extension fields largely concern images with identifiable people. Subjects can be named, and details like age or model release status can be specified.

Other fields describe the image’s origins (e.g., film negative, scan, digital), maximum dimensions, and more.

Why is IPTC metadata useful?

The IPTC’s mission is to simplify information distribution. While Exif shows how an image was captured, IPTC helps track content and usage rights.

When used properly, IPTC metadata is a powerful tool for categorization, discoverability, and communicating usage terms.

IPTC metadata can save time and effort, especially when integrated with digital asset management systems.

It helps editors, researchers, or archivists quickly find and assess image usage, origins, or contact information for rights queries.

The knowledge that an image originated from a scan of a film negative can also help in cases of corruption or file damage.

IPTC metadata is also used by Google in image search, currently showing creator and copyright info, with licensing features to follow.

Do I need to use both Exif and IPTC metadata?

Exif data is automatically embedded during image capture and can be removed if needed. IPTC must be manually added unless preconfigured in-camera.

Most photographers will have Exif data by default but minimal IPTC info unless they take steps to add it.

Advanced IPTC editing is usually limited to higher-end cameras or handled in post-processing.

Some IPTC data stays consistent (e.g., name, website), while others—like location, keywords, and subjects—must be image-specific.

For photographers frequently sharing images, embedding basic IPTC details like copyright and contact info is worthwhile.

How do you add IPTC metadata to images?

Some cameras can add basic IPTC info during capture. More detailed metadata is typically added post-capture with software.

Tools like Adobe Photoshop, Bridge, and Lightroom, as well as proprietary camera software, allow IPTC editing.

In Photoshop, go to File > File Info, then select the IPTC tab. Most fields support free text, with some offering dropdowns for consistency.

Specialist tools like Photo Mechanic and Caption Pro offer even more control over IPTC metadata.