Yet, image creators have no control over what happens to that metadata once their files are circulated. It can be easily removed, as we lack the technological means to create permanent or protected metadata.
Stock photographers, for example, provide digital files to single or multiple distributors who commonly omit metadata from the image files they post online. The problem worsens as files are then forwarded to sub-distributors. Along the way, file names get changed and metadata may be altered or stripped. SAA's Investigative Shopping Study observed this process through a series of buys made from a range of stock distributors and sub-distributors. Typically, there is no metadata in the images, and the stock distributor file names are not helpful for identification. In one case, SAA tracked a sub-distribution "chain" that involved five different companies, all marketing the same image but with different file names and credit lines.
For image users who are downloading images, archiving, and later repurposing these digital files, the loss of critical information along the way can be detrimental. Without licensing metadata, they cannot determine their rights to use the image. Without contact metadata, they cannot easily inquire about these rights. And without caption metadata, they may not be able to identify who or what is in the image.
In order for metadata to be effective, it must be incorporated into the workflow at all phases of image production, distribution and use. Significant efforts are being made to increase awareness and proper use of metadata from a number of standards bodies and industry coalitions-such as IPTC, UPDIG and PLUS-along with trade organizations and product developers. Their work is making a difference and setting up models for moving forward.
We need a coordinated industry wide commitment to fully recognize metadata as an effective solution. Together, we need to embrace a set of guiding principles for metadata use, and then put these principles into practice.
Imagine a world where metadata is ubiquitous. It's a world where images can be easily located and identified by anyone, anywhere. Creators can transmit their images to distributors and users, who instantly integrate these into their systems. Image users can track their digital assets using fully automated systems. A registry-now in development by the Picture Licensing Universal System (PLUS)-will link every image to current information about its source and owner.
To realize that future, we propose three guiding principles as our "metadata manifesto."
Metadata is essential to identify and track digital images.
Ownership metadata must never be removed.
Metadata must be written in formats that are understood by all.
