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Professional dominatrix Madelaine Thomas is far from your typical tech founder. Following repeated instances of individuals leaking her intimate photographs, she was "angry enough to do something about it" and looked to technology for answers.

"Those were striking images, I'm unapologetic of the photographs, I'm embarrassed of the manner that they were used against me by someone who I have never met," said Madelaine.

Little over a year after launching her company, Image Angel, which uses covert digital tracking to identify abusers, has won several awards and was cited as best practice in an government-commissioned study earlier this year.

This represents quite a departure from her background in offering BDSM services, working with clients in the realms of BDSM.

A Widespread Issue

Intimate image abuse, commonly known as revenge porn, is a criminal offence with perpetrators risking two years in prison.

It is not at all an issue exclusively faced by those in the sex industry. A report suggests that approximately 1.42% of the women in the UK is affected by intimate image abuse on an annual basis.

Madelaine, 37, said victims endured feelings of humiliation. "I think a lot of people will comment, 'you shared a private image out on the internet, what do you expect?'," she noted.

"I demand dignity, I expect consideration, and I expect confidence, and I don't see why those are negotiable," she continued. "The fact that those images could be subsequently distributed in my community or with my loved ones and employed to cause them pain, that's beyond, that's not a decision I made, that's not my mistake, that's someone committing abuse."

An Unconventional Path

Madelaine has been working as a professional dominatrix, mainly online, for 10 years and consistently found her work empowering and fulfilling. "It's me as a dominant woman, a woman who is empowered and strong, offering my body as a gift to someone of my own volition," she described.

"Some believe it's unusual but I view it similarly to a nutritionist or an accountant giving advice," she added.

She embraces being something of an anomaly in the world of tech. "I know that it's bizarre, it's crazy to think that an individual who was a dominatrix is now a creator of a tech company, but it required someone who has been through it to know the flaws and the modifications that needed to happen," she stated.

She insisted she was not in the least bit techy and was managed to build her company after a lot of sleepless nights, research and "consulting experts" who understand tech.

Understanding the Tech Solution

Image Angel can be used by any digital service where people exchange photos, for instance dating apps, social media and online sites.

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

This invisible watermark is embedded into the copy of the image itself and can survive screen shots, being altered and being photographed with a secondary device.

It ensures that if you discover your image has been shared without your consent, providing the service you posted it on has the technology embedded, 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 adopted her tech and she's in discussions with several more.

Proven Technology, New Application

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

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

She expressed hope she believed the technology would also act as a preventive measure to would-be perpetrators.

Removing Stigma, Shifting Blame

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 compounded by a misinformed friend or service who says 'well, why did you take those images in the first place?' that self blame can really be deepened so it's really important that the response somebody is provided with is that they have not done anything wrong," she emphasized.

She noted it was inspiring that Madelaine was using her experience to create solutions, saying: "It is vital to have this comprehensive strategy towards addressing tech facilitated abuse, because a single solution is going to be able to tackle this alone, not just support services, it needs to be this integrated effort."

TV presenter Jess Davies was just 15 when photographs of her in her underwear were shared around her town. It was the first of several incidents Jess experienced in her teens and 20s that would later inform her advocacy work.

"It took so long, too long for someone to tell me, 'you are not to blame' and 'that was wrong'," recalled Jess.

She too is passionate about eliminating the shame of this crime from the victims to the perpetrators. "There is no offence to willingly share an image to someone," said Jess.

"However, it is illegal to circulate that non-consensually and I think that should always be where the responsibility is," she concluded.