Every photo and video file you handle carries a hidden layer of information called metadata. Metadata is basically data about the data. The tricky part about image and video Metadata is that you can’t see it unless you do some digging around with software tools. This invisible data travels with the picture, so anyone who receives it has access to potentially private information. In the legal world understanding metadata means knowing exactly what information is shared when you or your client share files as well as what you are receiving when someone sends files to you.
What’s in Image Metadata
The most common metadata format for photos is EXIF (Exchangeable Image File Format), written automatically by the camera or phone the moment the picture is taken. Location is the star of the metadata show because most smartphones typically embed GPS coordinates into pictures that is so precise you can identify a specific house or business. But there’s more in there than most people realize:
- Date and time the photo was taken, down to the second, this is often more reliable than a anyone’s memory, and useful for building a timeline.
- Device make and model not just “iPhone” but “iPhone 15 Pro,” which can help tie a photo to a particular phone.
- Camera settings aperture, shutter speed, ISO, flash, focal length. Mostly of interest to photographers, but it also can be relevant to authentication.
- Editing history if a photo was opened and saved in Photoshop or another editor, the software often leaves its name in the metadata. A red flag for photos offered as original but says “Adobe Photoshop” in its metadata.
- Serial numbers some cameras embed the camera body’s serial number.
- Embedded thumbnails some files retain a small preview image generated before the photo was cropped or edited, meaning the “removed” portion of an image may still be recoverable.
The practical implications are obvious. Someone who emails a photo taken at their residence may have just disclosed the address. A photo that’s dated three weeks after it claims to have been taken should raise some eyebrows.
A couple caveats worth knowing: many social media platforms and texting apps strip metadata automatically however, mail attachments, AirDrops, and file-sharing services like Dropbox generally do not. The highest risk is direct file transfers. Furthermore metadata can be edited as easily as it can be read, so it can’t always be taken at face value. Consider metadata a tool to gain insight not proof of anything.
How to View Metadata
On Windows: Right-click the file, choose Properties, then click the Details tab. You’ll see the date taken, camera model, GPS coordinates if present, and more. This works for both photos and (to a lesser extent) videos.
On a Mac: Right-click the file in Finder and choose Get Info, then expand the More Info section and you’ll see the device model, date taken, and GPS coordinates if present.
Both Windows and MacOS have these built-in tools for images metadata management but there are great 3rd party tools which offer a great way to get a complete view of everything in a file, photo or video for free. The cross-platform tool ExifCleaner is discussed in the videos section and it’s a great way to standardize metadata review and cleaning.
How to Remove It
On Windows: The same Details tab has a link at the bottom: “Remove Properties and Personal Information.” Choose “Create a copy with all possible properties removed” and Windows produces a cleaned duplicate. This works well for photos; it’s less thorough for video.
On a Mac: Preview can remove location data specifically (Tools > Show Inspector > GPS tab > Remove Location Info), but not everything else. A simple approach that removes more: export the photo (File > Export), choose JPEG, and uncheck the metadata option in the export dialog. The exported copy is clean.
Quick tip: if you’re sharing a photo directly from an iPhone, tap Options at the top of the share sheet and toggle off Location before sending. It’s the fastest way to prevent the most damaging disclosure.
Video Is Messier
Video files carry similar information. Things like creation date, device model, and GPS coordinates might be there but the metadata is stored differently depending on the file format (MOV, MP4, and so on), and operating systems give you far less visibility into it. Windows and macOS will show you basic video properties, but neither offers a reliable built-in way to view everything embedded in a video file, and neither offers a good built-in way to strip it. For video, plan on using a third-party tool for both review and removal.
Dealing with video on either platform: Use a dedicated tool like ExifCleaner (free, open source, available for both Windows and Mac) which handles this well. All you do is drag files into the window and it strips the metadata in place. It works on photos too, which makes it a reasonable one-tool solution if you don’t want to remember different procedures for different file types and operating systems.
Our Takeaway
Before any photo or video leaves your office take a moment to check what’s riding along with it. Additionally when files come in to your office, look to see what other information might hanging . Metadata review is a great way to learn a little bit more about the images and videos you are working with and it might just save you from an inadvertent disclosure.