To ensure that LinkedIn stays safe, trusted, and professional, we are adopting the C2PA standard to help members stay more informed about the content they see on the platform. Note: We’re gradually making this feature available, and you might not have access to it at this time.

What is C2PA?

The Coalition for Content Provenance and Authenticity (C2PA) is a standards body that aims to develop technical standards for establishing content provenance and authenticity -- that is, the origin and history of certain types of modifications (including generative AI modifications) to media content.

What are Content Credentials?

Content Credentials were developed using the C2PA standard to make detailed information about a piece of content’s origin and history accessible to everyone, including for content such as photos captured by cameras and stories from news organizations. Members can view the Content Credentials on all image and video content that has C2PA information attached. By providing a verifiable trail of a content's origins and edits, Content Credentials helps LinkedIn keep digital information reliable, protect against unauthorized use, and create a transparent, secure digital environment for creators, publishers, and members.

Although it’s not yet possible to identify and label all AI-generated and modified content, we’re continuing to learn and assess feedback to capture more content and credentials over time. While we continue to improve, we encourage you to remain mindful of the content you share and interact with. Remember, if you see something on LinkedIn that appears to be misinformation or otherwise violates our Professional Community Policies, you can report it.

How does this affect what I see in my feed?

Image and video content that is cryptographically signed using C2PA Content Credentials will be noted with the C2PA icon as pictured below:

Clicking on this label will display the content credential and available metadata, such as:

• Assertion about the media – This is information on whether AI was used to generate or edit any part of the content. This assertion comes from the entity that created and signed the content credential.
• App or device used – The origin of the content, such as the camera model used or AI tool used to generate all, or part, of the image.
• Created by – The individual who generated the image. 
• Issued by - The entity that created and signed the content credential, which could be an individual creator, an organization, or a trust authority. This provides transparency about who is asserting the authenticity and provenance of the content.
• Issued on - The date and time when the content credential was created and signed.
  

For more information on Content Credentials, please visit contentcredentials.org.

How does this affect my posts?

If you post image or video content that contains C2PA credentials, we will indicate its presence with the C2PA icon as pictured below. This will allow users to click the icon to view the available metadata.

The icon will be visible to all viewers of your content.

Please note, for Sponsored Content single image and video ads, the C2PA icon will only appear on single image or video ads when the image or video is uploaded. This applies to content created in Campaign Manager, as well as content sponsored from your Company Page.