A watermarking system and method is proposed for still or moving pictures in which a watermark is embedded robustly and simply into DC-values, but without causing unacceptable visible picture degradation. The watermark is secure and can be readily detected, and the method can be used to convey additional data. Also disclosed is a method for watermarking a sequence of pictures in which the visibility of artifacts is reduced. The watermark may carry data and may be used to label a program.