NTB among the first globally to integrate C2PA into visual services

“C2PA is not just a technical feature — it’s a foundation for building digital trust,” says Christina Dorthellinger, NTB’s Managing Editor News and Visuals. “By adopting this open standard directly in our image workflows, we support traceability and context from camera to publication.”

Strategic relevance for news agencies using NTB’s technology

C2PA (Coalition for Content Provenance and Authenticity) is a global initiative backed by industry leaders like Adobe, Microsoft, the BBC, and AFP. It provides a framework for certifying the origin, authorship, and editing history of digital media.

“This technology gives editorial clients clear, tamper-proof insight into the life of an image. It helps build trust and reduce the risk of manipulated or misleading visuals making their way into the news,” says Dorthellinger.

NTB’s commitment to C2PA is not limited to its own newsroom. The implementation also paves the way for extended use across NTB’s product ecosystem — including:

• Mediabank: NTB’s powerful digital asset management (DAM) system, used by several major news publishers and news agencies such as Schibsted, TT in Sweden and STT in Finland.

• MediaManager: A highly specialised tool designed to handle all aspects of the visual content flow specifically for news and picture agencies. MediaManager optimises the journey from content creation to publication, with focus on speed, automation and minimal human handling.

• NTB’s new image portal: Currently in pre-pilot phase, this upcoming platform will give users access to verified, C2PA-tagged images with enhanced search and licensing functionality.

“All our partners and clients using NTB's technology will benefit from built-in support for verified content,” says Tina Mari Flem, NTB’s Editor-In-Chief and CEO. “This is a future-ready solution that strengthens media integrity and adds lasting value for every newsroom.”

Global collaboration against disinformation

NTB is the seventh media organisation worldwide to receive the Origin Verified Publisher Certificate from IPTC (International Press Telecommunications Council), the organisation coordinating the global rollout of C2PA standards.

“This is a clear signal to our international peers: we are committed to innovation, transparency, and collaboration in the face of a growing disinformation crisis,” concludes Flem. “We invite other agencies to join us in building a more trustworthy media ecosystem.”

About NTB — The Norwegian News Agency

NTB is an independent Norwegian news agency. We are at the forefront of innovative technology solutions for the media market internationally, including media asset management and sports data. We collaborate with news agencies and media worldwide, and provide technology solutions that bring you up to speed.

NTB is the leading provider of news, visual content, sports data and technology to the Norwegian media. We also deliver a wide range of services, such as distribution of press releases, production of visual content, storage of images and language training courses.