Authentic future: Trust demands shared responsibility

Asserting that “it’s a community effort,” Toby Scales, CISO Media, Entertainment, Chairperson, Google, GC-SC, discussed industry initiatives such as C2PA to have provable provenance. “That’s the vision that we are all suddenly racing a lot faster towards given all the generative media for the past couple of years.”  

Scales recommended more open-source contributions to address these issues. “What I see now and what I have seen over the last few years from IBC is that everybody's sort of starting to work on these things and build out these tool chains, but everybody's still kind of working in pockets and silos,” he said.  

“Provenance should be a shared responsibility,” he continued. “The more that we can share those best practices and tools together as a community, then you know it will go a lot further towards being able to trust what we're putting out.”  

Describing additional efforts, he added: “To me, there's no reason not to sort of share these tools as broadly as possible. We just released and open-sourced the C2PA libraries for Android and iOS last month… The more that we can get these tools in people’s hands, the easier it becomes.”  

Asked by moderator Darren Long, Sasolo Media Consulting, if this was too big of a challenge for a company like Google to solve on its own, Scales responded: “Definitely.”  

Panellists also discussed efforts within their own organisations. For LaLiga, Audiovisual Anti-Fraud Manager Jose Ignacio Carrillo de Albornoz said: “We set the rules. In our terms and our contracts, we require our broadcasters to implement the latest state-of-the-art technological protection measures [such as anti-VPM and geoblocking], but the idea in our case is to add value to our broadcasters, so we actually support them in implementing these measures.”