# Anti-Fake-News Photography Trademarks Canon Nordic Launched Truthmark to Curb Spreading Fake News By Grace Mahas | Published 2020-09-01 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/truthmark References: [springwise](https://www.springwise.com/innovation/publishing-media/canon-digital-fingerprinting-photo-database-fake-newsf?utm_source=feedly&utm_medium=rss&utm_campaign=stopping-the-spread-of-fake-news-through-photographs) & [youtube](https://www.youtube.com/watch?v=_DAcD_qaokQ#action=share) 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](https://www.trendhunter.com/trends/never-break-your-flow) partnered with creative agency [Uncle](https://www.trendhunter.com/trends/ten-to-one) 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](https://www.trendhunter.com/trends/reality-defender). 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 ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 9% | Activity: 57% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Anti-fake-news Verification Tools:** There is a need for more verification tools, like Truthmark, that can help combat the spread of fake news on social media. - **Authenticity Verification Services:** Businesses can offer authenticity verification services, like Truthmark, to help build trust with customers and prevent fraud. - **Consumer Demand for Truth and Transparency:** As consumers become increasingly skeptical of online content, there is a growing demand for truth and transparency in all industries. ### Industries Being Reshaped - **Photography:** The photography industry can benefit from developing more anti-fake-news tools, like Truthmark, that can help ensure the authenticity of images. - **Journalism and News Media:** News media organizations can use authentication services, like Truthmark, to help restore public trust in journalism and combat the spread of fake news. - **Social Media and Tech:** Social media platforms and tech companies can create similar verification tools, like Truthmark, to help curb the spread of fake news and restore credibility in their platforms. ## Related on Trend Hunter - [Content Authentication Apps](https://www.trendhunter.com/trends/adobe-content-credentials.md) - [Verified Work Documentation](https://www.trendhunter.com/trends/timemark-camera.md) - [Satirical Destination Marketing Videos](https://www.trendhunter.com/trends/switzerland-is-fake.md) - [AI Detection Labels](https://www.trendhunter.com/trends/ai-content-identification.md) - [AI-Indicating Content Labels](https://www.trendhunter.com/trends/made-with-ai.md) - [Crowdsourced Fact-Checking Features](https://www.trendhunter.com/trends/twitter-4.md) - [Content Creator-Inspired Cameras](https://www.trendhunter.com/trends/never-break-your-flow.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md) - [Encrypted File Camera Models](https://www.trendhunter.com/trends/leica-m11p.md)