Out fake photos with izitru

izitru.com,  a free image-hosting site with built-in image forensics. (Fourandsix Technologies,...

izitru.com, a free image-hosting site with built-in image forensics. (Fourandsix Technologies, Inc.)

Relaxnews

, Last Updated: 1:23 PM ET

A new website and iPhone app hopes to restore faith in photography by automatically processing images and highlighting if they've been given the Photoshop treatment.

Launched on Tuesday, izitru is the brainchild of Fourandsix Technologies, a company created by image manipulation experts, and is a simple, and more importantly, free to use image hosting service.

Upload a potentially suspect snap and izitru will put it through six automated forensic tests and then display the processed pic alongside a trust rating -- the higher the rating, the less likely it is to have been retouched or manipulated in some way.

However, no algorithm or fully automated service is perfect, and some people are photo manipulation geniuses, so each hosted image on izitru also has a "Challenge" button. If enough users disagree with the image's trust rating, the company's experts will analyze it in person too.

"While there's value in creative manipulation of photos, there remains a critical role for photos to play in documenting reality," said Fourandsix co-founder and CEO Kevin Connor. "Our goal with izitru is to provide the anchor for that reality, so that the most trustworthy photos can easily stand out from the chatter of manipulated imagery."

Photo manipulation is so rife that, like "to Google," "to Photoshop" has become a verb in recent years and while some tricks can be fun and harmless, when Photoshop or other applications are applied to an image of, say, something for sale on EBay, or a profile pic on a dating site, things aren't so funny.

But as well as letting consumers share snaps in confidence, izitru has another use. Companies can plug directly into its back end servers to check the validity of images that they host on their website or for processing images they might be in the habit of buying and selling -- think photo and press agencies.
The iPhone app is available to download and the site izitru.com is now live.


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