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Adobe Joins NYT, Twitter to Ensure Authenticity of Digital Content

"Everyone has a role to play in information quality and media literacy. Collaboration on issues as complex as this is key," Harvey added

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Adobe Acrobat Reader. Pixabay

With an aim to provide proper content attribution for creators and publishers to ensure trust and transparency online, Adobe along with The New York Times and Twitter on Monday announced the “Content Authenticity Initiative”.

The goal is to develop an industry standard for digital content attribution and let designers get credit for their work.

“With the proliferation of digital content, people want to know the content they’re seeing is authentic,” said Dana Rao, Executive Vice President and General Counsel, Adobe.

“It is critical for technology and media companies to come together now in order to empower consumers to better evaluate and understand content online,” Rao said, during the “Adobe Max” conference here.

Adobe is developing an opt-in system that will allow creators and publishers to securely attach attribution data to content they choose to share.

The framework is designed to let authors verify their content so that they receive proper attribution and provide consumers with an attribution trail to give them greater confidence about the authenticity of the content they’re consuming.

The headquarters of Adobe Systems in San Jose, California
The headquarters of Adobe Systems in San Jose, California. Wikimedia Commons

Adobe demonstrated a prototype of its content attribution technology embedded in Photoshop.

“Discerning trusted news on the internet is one of the biggest challenges news consumers face today,” said Marc Lavallee, head of Research & Development, The New York Times Company.

“This initiative lays the groundwork for doing that through open standards and protocols.”

Also Read: Apple Partners with Valve to Develop its Rumoured AR Headset

“Serving and enhancing global public conversation is our core mission at Twitter,” said Del Harvey, Vice President, Global Trust and Safety, Twitter.

“Everyone has a role to play in information quality and media literacy. Collaboration on issues as complex as this is key,” Harvey added. (IANS)

Next Story

Twitter Bans All Kinds of Political Ads From its Platform

Experts said the onus is now on Facebook which has become a platform for spreading misleading and fake political ads

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Twitter is a social media app that encourages short tweets and brief conversations. Pixabay

Putting pressure on Facebook to follow suit, Twitter has officially banned all kinds of political ads from its platform, weeks after CEO Jack Dorsey announced that the micro-blogging site would no longer allow those ads.

No political content will be promoted from candidates, parties, governments or officials, public accounts committees (PACs) and certain political non-profit groups.

“Twitter globally prohibits the promotion of political content. We have made this decision based on our belief that political message reach should be earned, not bought,” the micro-blogging platform said on Friday.

It defines political content as content that references a candidate, political party, elected or appointed government official, election, referendum, ballot measure, legislation, regulation, directive or judicial outcome.

“Ads that contain references to political content, including appeals for votes, solicitations of financial support, and advocacy for or against any of the above-listed types of political content, are prohibited under this policy,” said Twitter.

On October 31, Dorsey tweeted: “While internet advertising is incredibly powerful and very effective for commercial advertisers, that power brings significant risks to politics.”

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A man reads tweets on his phone in front of a displayed Twitter logo. VOA

News of the ban divided America’s political camps for the 2020 election. Brad Parscale, manager of President Donald Trump’s re-election campaign, said the ban was “yet another attempt by the left to silence Trump and conservatives”.

Twitter said it also does not allow ads of any type by candidates, political parties, or elected or appointed government officials.

“News publishers who meet our exemption criteria may run ads that reference political content and/or prohibited advertisers under our political content policy, but may not include advocacy for or against those topics or advertisers,” it elaborated.

Dorsey had explained his position in a thread of tweets.

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“We’ve made the decision to stop all political advertising on Twitter globally. We believe political message reach should be earned, not bought. Why? A few reasons…” he tweeted.

Internet political ads, he said, presented “entirely new challenges to civic discourse”. These challenges included “machine learning-based optimization of messaging”, “micro-targeting, unchecked misleading information, and deep fakes”.

Experts said the onus is now on Facebook which has become a platform for spreading misleading and fake political ads. (IANS)