Getty Images Launches Industry-First Model Release Supporting Data Privacy in Artificial Intelligence and Machine Learning

Rhea-AI Summary

Getty Images has launched an Enhanced Model Release form, addressing data privacy and security advancements within the realms of AI and ML. Developed with the Digital Media Licensing Association, this new form clarifies how biometric and personal data from models can be ethically managed. Amid growing legal concerns over biometric data usage without consent, Getty aims to protect the rights of content creators and models alike. The Enhanced Model Release maintains simplicity while ensuring compliance with evolving regulations, thus future-proofing the industry.

Positive

• Introduction of Enhanced Model Release improves data privacy and security for models.
• Form developed with input from industry experts, ensuring compliance with new regulations.
• Simplifies the process for contributors to use a single model release across multiple agencies.

Negative

• None.

NEW YORK, March 22, 2022 (GLOBE NEWSWIRE) -- Getty Images, a preeminent global visual content creator and marketplace, today announces the introduction of an industry first Enhanced Model Release form, recognising advancements in data privacy and security and the growing importance of biometric data for the training of Artificial Intelligence (AI) and Machine Learning (ML) applications.

Developed with input from the Digital Media Licensing Association (DMLA), a leading body supporting business standards in visual content, the new form will provide clarity and guidance as to how data, including visual content, can be tracked and handled appropriately to protect the personal and biometric data captured by our content creators. We hope for it to be widely adopted and signed by models who feature in new commercial images and video on the Getty Images and iStock websites.

Biometric data is especially valuable because it can be used to recognise and map facial features extracted from visual content. Recently, there have been a spate of lawsuits around the use of biometric information without the explicit consent of people featured in visual imagery. While the law in this area is still evolving, developers should always start with collecting data from legitimate sources and obtaining authorization for its intended use.

“As AI and ML technologies evolve the visual content landscape, Getty Images remains committed to protecting the intellectual property rights of the content creator community as well as respecting the privacy and property rights of third parties,” said Paul Reinitz, Director of Advocacy and Legal Operations Counsel at Getty Images. “Although the potential applications of AI and ML are limitless, it is important to recognize that new tools and applications require us to rethink the interaction between technology and creative processes.”

“Regulations and legislation around the world have changed the way that we manage our data, and our processes as an industry need to catch up. We must recognise that the increased use of biometric data contained in imagery to train AI/ML applications requires the need to ensure that we have obtained the model’s permission to use their image and data in this manner, and Getty Images is at the forefront of addressing these very real concerns.”

The Enhanced Model Release continues to provide the simplicity of the legacy release form, being easy to understand and easy to execute, and accepted across multiple agencies ensuring a photographer or videographer can submit a single completed form to multiple agencies. It was essential to ensure the changes were acceptable to all DMLA members.

Paul Banwell, Senior Director of Contributor Relations at Getty Images stated, “The importance of developing our model release form to reflect the changes in law and the use of data and imagery was essential to protect the rights of featured models and the livelihoods of our contributors. While Getty Images was promoting industry best practice, we also needed to ensure that we took the rest of the industry on the journey with us to ensure that our contributors would still enjoy the freedom of using a single model release form across multiple agencies if required. Our aim is not to further complicate processes for our contributors, but to ensure that their interests are protected and future proofed in the ever-evolving world of data use and protection.”

 

FAQ

What is Getty Images' Enhanced Model Release?

It's a new form introduced by Getty Images to enhance data privacy and security concerning models' biometric data.

When was the Enhanced Model Release launched by Getty Images?

The Enhanced Model Release was announced on March 22, 2022.

How does Getty Images' Enhanced Model Release impact biometric data usage?

It provides clarity on how biometric data can be legally collected and used, ensuring models' consent.

What organization collaborated with Getty Images on the Enhanced Model Release?

The Digital Media Licensing Association (DMLA) played a significant role in its development.

Why is the Enhanced Model Release important for Getty Images?

It addresses legal concerns regarding the use of biometric data and helps protect the rights of content creators and models.