An apparatus for adding a watermark to a moving image as it is displayed comprises a watermark generator in which data representing a watermark is generated. The watermark contains at least one of location data and time data pertaining to the displaying of the moving image. The location and time data is protected by forward error encoding. The watermark also contains at least one of program data identifying the moving image and frame data unique in identifying each frame of the moving image. The program and time data is protected by scrambling. A watermark applicator applies the watermark data to image data representing substantially all of the moving image depending on a characteristic, such as amplitude, of the data.