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Professional dominatrix Madelaine Thomas embodies far from your standard tech founder. After multiple occurrences of clients leaking her intimate photographs, she was "angry enough to do something about it" and looked to tech solutions for a solution.

"These were striking images, I'm unapologetic of the pictures, I'm embarrassed of the way that they were used against me by someone who I don't know," explained Madelaine.

Little over a year after launching her venture, Image Angel, which uses covert digital tracking to track perpetrators, has won several awards and was recommended as best practice in an government-commissioned study recently.

This represents a significant shift from her previous career in providing consensual sexual encounters, working with clients in the world of kink and bondage.

A Widespread Issue

Intimate image abuse, often referred to as image-based abuse, is a criminal offence with perpetrators risking two years in prison.

It is not at all an issue uniquely experienced by those in the sex industry. A report suggests that around 1.42% of the UK female population is affected by this form of abuse on an annual basis.

Madelaine, 37, explained survivors endured feelings of humiliation. "In my view a lot of people will say, 'you put a saucy picture out on the internet, what do you anticipate?'," she noted.

"I expect respect, I expect respect, and I expect confidence, and I don't see why those are up for debate," she continued. "The reality that those images could be subsequently distributed where I live or with my loved ones and used to hurt them, that's beyond, that's not my choice, that's not my mistake, that's an individual committing abuse."

A Unique Journey

Madelaine has been working as a professional dominatrix, primarily online, for 10 years and always found her work empowering and fulfilling. "It's me as a woman in control, a woman who is empowered and strong, offering my body as a treat to someone of my own volition," she said.

"Some believe it's unusual but I view it similarly to a personal trainer or an accountant providing a service," she added.

She embraces being something of an anomaly in the world of tech. "I understand that it's bizarre, it's remarkable to think that someone who was a dominatrix is now a creator of a tech company, but it required someone who has experienced it firsthand to know the flaws and the changes that were necessary," she explained.

She insisted she was not technically inclined and was able to build her company after many late nights, investigation and "consulting experts" who understand tech.

Understanding the Tech Solution

Image Angel can be used by any digital service where people share images, for instance social connection apps, social networks and online sites.

When an image is viewed by a user, it is seamlessly tagged with an invisible forensic watermark which is unique to them.

This covert marker is encoded within the copy of the image itself and can survive screenshots, being edited and being re-captured with a different camera.

It ensures that if you find out your image has been shared without your consent, providing the platform you used has the system integrated, the viewer's details will be hidden within the image and can be retrieved by a data recovery specialist so action can be taken.

Currently, one platform has implemented her tech and she's in talks with many others.

Proven Technology, New Application

"This technology already exists in Hollywood, it already exists in sports broadcasting so this is not brand new technology, it's just a novel use and a different framework," said Madelaine.

"And we've tested it, we're partnering with a company that has 30 years experience in developing technology so we are confident that this is solid and what we now need to do is test it at scale," she added.

She said she hoped the technology would also act as a deterrent to potential perpetrators.

Changing the Narrative

An advocate from a support service said she had seen first-hand the trauma and guilt this abuse caused for victims.

"When that guilt is reinforced by a uninformed acquaintance or service who says 'what did you expect?' that self blame can really be deepened so it's crucial that the response a victim receives is that they have not done anything wrong," she stated.

She added it was inspiring that Madelaine was using her experience to bring about change, saying: "It is vital to have this comprehensive strategy towards tackling technology-enabled gender-based abuse, because no one tool is going to be able to solve this problem, not just support services, it needs to be this integrated effort."

TV presenter Jess Davies was just 15 when images of her in a state of undress were shared around her local community. It was the beginning of multiple violations Jess experienced in her teens and 20s that would later shape her advocacy work.

"It required years, too long for someone to say to me, 'it wasn't your fault' and 'that was wrong'," said Jess.

She too is passionate about eliminating the shame of intimate image abuse from the victims to the offenders. "It isn't a crime to consensually send an photo to someone," said Jess.

"However, it is illegal to distribute that without consent and I think that should always be where the blame is," she affirmed.