Advances in deep neural networks (DNN) and distributed ledger technology (DLT) have shown major influence on media security, authenticity and privacy. Current deepfake techniques can produce near realistic media content which can be used in both good and bad intended use cases. At the same time, DLTs are finding their way in the industry as fair, transparent and reliable means for content distribution. In particular non-fungible tokens (NFTs) are emerging in the digital art market. However, such new developments also introduce new challenges, including the need for robust and reliable metadata, a mechanism to secure the media and associated metadata, means to verify authenticity and interoperability between various stakeholders. This paper identifies emerging challenges in fake media and NFT, and proposes a novel framework to effectively cope with secure media applications allowing for a structured, systematic, and interoperable solution. The framework relies on an architecture that is modular, flexible, extensible, and scalable in the sense that it can be implemented in both lighter as well as more feature-rich and more complex configurations depending on the underlying application, needed features and available resources, while enabling products and services in various ecosystems with desired trust and security capabilities. The framework is inspired by activities and developments within JPEG standardisation related to security, authenticity & privacy.