AI Content Provenance is Gaining Momentum: Get C2PA Support Now with Image Optimizer
Blog post from Fastly
On August 2, 2026, California's SB 942, known as the California AI Transparency Act, and Article 50(2) of the EU AI Act began enforcing laws requiring AI-generated or altered media to include provenance metadata, with meaningful penalties for non-compliance. These regulations have been driven by consumer demand for transparency, as over 90% of consumers expect brands to disclose AI usage in marketing. Fastly's Image Optimizer offers a solution by preserving C2PA (Coalition for Content Provenance and Authenticity) metadata through image transformations, ensuring the provenance data remains intact across various formats. This functionality is significant because generative AI has made it easy to create misleading photorealistic images, challenging the notion of "seeing is believing" and emphasizing the importance of brand trust. Fastly's Image Optimizer now supports the latest C2PA spec across all image formats (except JPEG XL) without additional cost, allowing customers to maintain provenance metadata during image optimizations. The system has been designed to handle transformations such as resizing and reformatting without stripping crucial provenance data, and it will continue to evolve to meet regulatory and C2PA standards.
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