NFT art needs to build trust if it wants to become mainstream. The good news is that there is a simple solution.



According to the CEO of OpenSea, 80% of NFTs are made up of plagiarized or fake works. This incredible figure is only made more remarkable when considering the volume of transactions at play (50,000 a day).

For now, as it is still a highly speculative market, not dissimilar to gambling, buyers are willing to take their losses. But this "Russian roulette" spirit will become unacceptable as the market matures.

Whether analog or digital, the art marketplace is all about trust. Trust in the artist's reputation and trust that the art is original. If either is broken, the value of the artwork is nullified.

The problem with NFT

Since it cannot be altered, the blockchain is a perfect tool to certify and protect trust. It just has one limitation. What you can inscribe into it is very small. Thus the need for NFT. These contain all the information about an art transaction but nothing of it. Which means the actual art piece is located somewhere else. And usually not in a place of trust (IPFS) and where it can be easily replicated. And resold.

bored apes on rarible screenshot

For example, one could purchase a Bored Ape NFT on a marketplace like OpenSea, while the same Bored Ape could be sold on another marketplace. What protection has a buyer to certify that his version is the original? Today, none.

Of all the NFT transactions made today, none guarantees the exclusivity of a file. And while the NFT token offers proof of ownership, it is really only about itself. This means the NFT can only guarantee the ownership of the actual token, not of the art itself.

An unbreakable bond

All that needs to happen is for the art to contain its certification of uniqueness and link to the NFT. Imagine if an NFT was to be sold with the art containing a unique invisible watermark secured to that NFT. If and when the watermark is read, it would link it to one unique NFT. All other NFTs and associated copies would be easily identified as fakes/copies. It would enforce authenticity, uniqueness, and scarcity. And it would eliminate copymints. No watermark, not the original. 

Such technology exists and could easily be deployed today. With Imatag invisible watermarking, each file can get a unique invisible watermark associated with an NFT. Each copy of that file would have its own watermark and, when read, would point back to that unique NFT. 

If someone tried to resell the art somewhere else by minting a new NFT, a simple watermark detection would prevent it. This existing solution would significantly deter and reduce NFT scams.

All sold NFT art could be centralized in a marketplace independent database for easy interrogation via an API. A quick similarity check would be made each time a new work is offered to any participating marketplace. If no matches are found, the offer transaction can proceed. However, if a match is found, the existing watermark is read, and the related information ( the original NFT) is displayed. The transaction is interrupted.

Rebuilding Trust


Deviant Art has recently announced the deployment of a similar initiative. But it, unfortunately, stops short of being truly effective. Using only plain image matching technology, it is bound to make frequent false-positive errors, creating a painful and unreliable experience for users. Only a watermark can return a 100% error-proof result.

The search can easily be extended beyond a database and run through the internet via web crawlers to increase the chances of finding a match. Historical indexes could be added to the database to increase speed.

Because buyers are the lifeblood of any business, it is critical to achieve their trust. With a unique watermarking process in place, all participating NFT marketplaces would regain credentials of high trust, guaranteeing buyers the originality, authenticity, and uniqueness of the work offered. 


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Paul Melcher

Paul Melcher

Entrepreneur, influencer, Paul has more than 20 years of experience in visual content licensing, technology innovations and entrepreneurship within world-renowned image companies and has been named by American Photo one of the “100 most influential individuals in american photography”.

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