Project Reynir is Media Cluster Norway's flagship initiative in the fight against disinformation, made possible by Agenda Vestlandet. The project brings together Norwegian newsrooms, media technology companies, and academic partners to implement C2PA, the global standard for cryptographic verification of the origin and provenance of images and video. The goal is to make it possible to trace a piece of media content from creation to publication, giving both journalists and audiences reliable tools to distinguish authentic content from manipulated or AI-generated material.
Through Project Reynir, Media Cluster Norway has become a central actor in the international work on media provenance. In April 2026, Media Cluster Norway showcased the collaborative work from Project Reynir on media provenance at two major international events in Toronto. The presentations demonstrated how Norwegian innovation in media provenance is shaping the global conversation about trust, information integrity, and the media's role in democratic resilience.
A Norwegian Collaboration with Global Reach
Marianne Fjellhaug, Senior Project Manager and lead of Project Reynir, presented the results of years of collaborative work between Norwegian newsrooms, media companies, and academic institutions. At the IPTC Media Provenance Summit, gathering over 100 experts from 67 organizations worldwide, she showcased three areas where Project Reynir is making a real difference:
What users actually want to know about their news. Project Reynir's research shows that when people can see where a photo or video came from and what has happened to it, they trust the news images and sources more. This insight comes from research from SFI MediaFutures, and is showing how technical transparency impacts audience trust.
How to display provenance information on news sites. Project Reynir has developed new approaches for displaying provenance information on news sites and conducted UX research on how readers understand this design. This work is shaping the international debate on how provenance information should be presented to readers worldwide.
How newsrooms actually work. In partnership with CBC/Radio-Canada, Media Cluster Norway has developed the first industry-wide framework for implementing provenance technology in newsrooms. This isn't theoretical, it's based on real workflows in CBC and Norwegian newsrooms.
Bringing the industry together. Marcos Armstrong (CBC) and Marianne facilitated a breakout workshop where media professionals from around the world contributed their own experiences and ideas to this framework to strengthen its universal application and practical value for implementing Media Provenance.
What makes Project Reynir distinctive is that it's rooted in cross-industry collaboration. Norwegian newsrooms, Norwegian tech companies, and Norwegian academic partners are developing practical answers to problems that affect journalists and readers everywhere when it comes to implementing media provenance through C2PA in practice. This national innovation has an international impact.
Media Provenance’s Role in Democratic Resilience
The day after the IPTC Summit, Media Cluster Norway participated in DemocracyXChange, Canada's democracy summit. Marianne presented a perspective on the media industry’s and media provenance's role in national information security. Drawing on Norway's Year of Total Defence, Marianne spoke on why information environment integrity is inseparable from democratic and national security.
The workshop brought together about 30 policymakers, civil society leaders, and media professionals grappling with a critical challenge: how to defend democratic institutions against coordinated misinformation. The conversation revealed something essential: information integrity is not a problem for newsrooms to solve alone. What Norway is doing with Project Reynir – a model where newsrooms, tech companies, and researchers work together from the start – turns out to be exactly what the rest of the world is looking for.
Upcoming Summit
The international momentum is building. On 22 September 2026, IPTC, the BBC, and Media Cluster Norway will host a Media Provenance Summit in Bergen, bringing together leaders from around the world to continue this work, and showcasing the recent developments in Project Reynir.
Sign up for the Bergen Summit
If you’re interested in learning more about Project Reynir, contact marianne@medieklyngen.no.
FURTHER READING
IPTC’s article on the IPTC Media Provenance Summit.
GetFact’s perspective after the Democracy XChange workshop.
C2PA Verified Video from the Toronto Summit.
Project Reynir Report (September 2025).
ABOUT
C2PA (Coalition for Content Provenance and Authenticity) is a global initiative supported by organizations such as Adobe, Microsoft, BBC and AFP. It develops a technological standard that enables cryptographically protected provenance information of media content.
Project Reynir, managed by Media Cluster Norway, brings together Norwegian newsrooms, media tech companies, and academic institutions to implement media provenance technology across the Norwegian media industry. The goal: give both newsrooms and readers reliable information about the origin and provenance of media assets, making it possible to see what has happened to media content on its journey from creation to reader and who has distributed it. Project Reynir is supported and made possible by Agenda Vestlandet.
International Press Telecommunications Council (IPTC) is the global standards body of the news media, which provides the technical foundation for the news ecosystem.
IPTC’s Provenance Committee is an international collaboration working to implement C2PA in the media industry. Media Cluster Norway is represented on the steering committee alongside BBC and IPTC, leading the working group on best practices and implementation.