A new consortium consisting of the London based International Press Telecommunications Council, the American Association of Advertising Agencies and the Association of National Advertisers is very high on metadata indeed. They believe that this information should be permanently attached to a photo.
“Too much data is currently lost,” says IPTC managing director Michael Steidl. “It is time for content creators, distributors and software vendors to work together to bring about conditions where business can make use of metadata to track and preserve media files, copyright and other rights, as this is critical for the creative industries that depend on that for their existence.”
You can find all the information you need at the website of the Embedded Metadata Manifesto.