The embedded Metadata Manifesto picks up where the Stock Artists Alliance Metadata Manifesto left off. This new initiative takes a broader approach and encourages the direct embedding of descriptive and rights information not just into digital images, but all manner of digital media.

“A picture may be worth 1,000 words, but permanently attached descriptions are worth a lot more as photos travel through the digital world. A campaign has been launched now to embed descriptive and rights information in digital media and to retain it during the whole life cycle.

The initiative has been launched by the International Press Telecommunications Council (IPTC), 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 photo 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.

This practice is based on the principles defined by the Embedded Metadata Manifesto on the web site www.embeddedmetadata.org which invites organisations and individuals to support the campaign.”