A method and apparatus for securing transmission of content created by a content generation device embedded in a wireless transmit/receive unit (WTRU) by determining what type of watermarks should be applied to the content and incorporating the watermarks in the content. The WTRU includes a content generation unit, a watermark incorporation unit, and a communication subsystem. The content generation unit is embedded in the WTRU and generates content, such as audio, video, image, text or a combination thereof. The watermark incorporation unit determines the type of watermarks that should be incorporated in the content and incorporates the watermarks in the content. The communication subsystem transmits the watermarked content.