TikTok said on 10 July 2026 that it was joining the Steering Committee of the Coalition for Content Provenance and Authenticity (C2PA). The coalition develops Content Credentials, a standard for recording where a piece of media came from and how it was changed.[1, 2] The coalition announced on 27 July that TikTok had upgraded from general member to Steering Committee member. It said TikTok will help guide technical development of the standard and its adoption across platforms.[2]
In its 10 July post, TikTok said it had labeled more than 3 billion videos as AI-generated. It said it used a combination of Content Credentials, creator labeling tools and its own invisible watermarking. It also said that two years earlier it had become the first video platform to implement Content Credentials.[1]
TikTok announced the watermark in November 2025 as a response to a weakness it described then. Content Credentials embed metadata that tells platforms using the C2PA standard, including TikTok, when content is AI-generated. But such labels may be removed when content is re-uploaded or edited elsewhere.[3] TikTok described the watermark as one "only we can read" that is harder for others to remove. It said it would add the mark to AI-generated content made with TikTok tools and to uploads carrying Content Credentials.[3]
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