JPEG Trust – A New Standard for Detecting Deepfake Content

The increasing problem of deepfake technology, which allows the creation of believable but fake media content, could be mitigated with the application of a new standard ISO/IEC 21617-1:2025, Information technology - JPEG Trust - Part 1: Core foundation, better known as JPEG Trust.

This standard, developed by international organizations IEC, ISO and ITU, enables the labeling and authentication of photos and videos, thereby building trust in digital media.

Deepfake technology is often used for fraud, spreading misinformation and manipulating public opinion, which can have serious consequences, especially during important events. Although there are numerous initiatives to detect such content, the advancement of artificial intelligence makes it difficult to distinguish them from real footage.

JPEG Trust enables the addition of trust indicators, which show the origin, integrity and possible modifications of the media. This allows users to determine the authenticity of the content before trusting it.

In addition to technical aspects, the standard takes into account ethical and regulatory requirements, as well as social trends, in order to be as applicable as possible. JPEG Trust is expected to play an important role in future efforts to regulate artificial intelligence and protect the digital information space.

More information about this standard can be found at the following link: https://www.iec.ch/blog/new-tool-combat-deepfakes-and-build-trust-media