Verité Research pioneers QR-based publisher traceability

Tuesday, 1 April 2025 03:39 - - {{hitsCtrl.values.hits}}

‘Trace-it’ offers publisher authentication of digital content

AI tools can now reproduce and distort any content with remarkable ease. That will accelerate today’s crisis of trust in shared content. How can audiences trust that what they are seeing is not a manipulated AI reproduction?

Verité Media, a division of Verité Research, has spearheaded a simple QR code-based publishing method called ‘Trace-it.’ It is a digital fingerprint that enables media users to instantly verify the authenticity of content by accessing the original source.

Verité Media Division Head Deepanjalie Abeywardana explained that when reputable publishers adopt this method as a publishing standard, all reliable digital content will be traceable to credible content producers, and the spread of manipulated content will be revealed and reduced.

From April onwards, all graphics and documentary content released digitally by Verité Research will include the digital fingerprint of the ‘Trace-it’ QR code. Verité Media encourages all reputed publishers to adopt this open source ‘Trace-it’ standard.

Verité Media Program Lead Rochel Canagasabey confirmed that it will support credible publishers who request assistance in implementing this simple authentication method.

Verité Media also encourages users to be cautious with content that is not traceable to the pages of the publisher. Non-traceable content has a higher probability of being manipulated or fake. Users are advised to avoid the unhygienic behaviour of forwarding such content.

‘Trace-it’ is a part of Verité Media’s broader commitment to promoting responsible sharing and verification of content. Verité Media is a division of Verité Research, a Sri Lanka based interdisciplinary think tank, which engages with knowledge to reshape the world.

Discover Kapruka, the leading online shopping platform in Sri Lanka, where you can conveniently send Gifts and Flowers to your loved ones for any event including Valentine ’s Day. Explore a wide range of popular Shopping Categories on Kapruka, including Toys, Groceries, Electronics, Birthday Cakes, Fruits, Chocolates, Flower Bouquets, Clothing, Watches, Lingerie, Gift Sets and Jewellery. Also if you’re interested in selling with Kapruka, Partner Central by Kapruka is the best solution to start with. Moreover, through Kapruka Global Shop, you can also enjoy the convenience of purchasing products from renowned platforms like Amazon and eBay and have them delivered to Sri Lanka.