The data might surprise you.
According to recent findings from the European Commission’s Eurobarometer survey, a significant share of Europeans—across all age groups—still struggle to confidently recognise manipulated or misleading content.
And it’s no wonder.
Deepfakes are becoming increasingly convincing, misleading narratives can spread globally in seconds, and the line between fact, opinion, and fabrication is often deliberately blurred. Disinformation no longer exists solely in text; it is embedded in images, video, and even within the platforms we trust most.
The Provenance for Trust programme brings together a coalition of organisations committed to rebuilding trust in media, including CEPIC, TrustMyContent, UncovAI, the Journalism Trust Initiative (led by Reporters Without Borders), L’Atelier, and the Sciences Po Paris medialab.
Supported by the Ministère de la Culture, this initiative represents a first-of-its-kind effort to develop practical, scalable solutions for the media ecosystem.
To address these challenges, the programme is focusing on six key areas:
These pillars aim to strengthen the foundations of trust, ensuring that content can be verified, attributed, and protected across the digital landscape.
Follow along for more on Provenance4Trust