Industry Guidelines

What does “authenticity” mean in the age of AI-generated content? This session presents the findings of the CEPIC Working Group on Authenticity, featuring key voices from AFP, Alamy, BELGA, TopFoto, and Shutterstock, as they explore ethics, realness, and the future of trust in visual media.

Tools such as deepfakes, AI-generated content and automated bots can create highly realistic but fabricated information that can easily mislead people. This makes authenticity more important than ever CEPIC has recently created a working group around the concept of authenticity. What is authenticity in the visual medium and what are the rules for its application? The working group's recommendations will be presented at CEPIC 2025 in Juan les Pins in May.

CEPIC, International Association of the Media Licensing Industry, is pleased to announce the release of its AI Ethical Guidelines for Responsible Re-Use and Production of Visual Content.

The guidelines cover a wide range of topics, including data protection, bias, accountability and explainability. They provide practical recommendations to help individuals and organisations working in the visual media industry ensure that AI is used ethically and responsibly.

In August 2021 CEPIC created a working group on Best Practices in Copyright Enforcement. The group, made up equally of agencies and service companies, has completed its work and produced a list of recommendations the CEPIC Best Practices in Copyright Tracking.