As social media became a more popular outlet for people to find out the news, the prevalence of "fake news" also increased. In an effort to combat this issue, Canon Nordic partnered with creative agency Uncle Grey to launch the Truthmark, a global database where both photographers and viewers can verify the authenticity of a photograph. This is especially useful as photographs often get twisted in order to manipulate the reader's emotions, and ultimately, skew a story.
Uncle Grey elaborated on the decision, stating "we’ve seen so many photoshopped pictures or videos and the rise of deep fakes. It makes people question the product that Canon delivers. Throughout the year this will be the project that Canon builds on.”
Image Credit: Canon Truthmark