The initiative has been launched by the International Press Telecommunications Council (IPTC) in London, the American Association of Advertising Agencies (4A’s), and the Association of National Advertisers (ANA), with the support of trade organisations representing visual arts and photography agencies. It aims to establish the practice of applying descriptions and the copyright status of the content as metadata, and to embed it permanently during the electronic exchange of digital photo, text, audio or video files.
