As disclosed herein a method for enabling dynamic watermarking on a client includes determining a negotiated watermarking algorithm that identifies at least one location on a web page for a placed watermark, and initiating a web communication by requesting a web page. The method further includes receiving the web page, and verifying the authenticity of the web page using the negotiated watermarking algorithm. Also disclosed herein is a method for enabling dynamic watermarking on a server which includes determining a negotiated watermarking algorithm that identifies at least one location on a web page for a placed watermark, receiving a request for a web page from a client, and identifying the client. The method further includes creating the requested web page using the negotiated watermarking algorithm providing a generated web page, and providing the generated web page to the client. A computer program product is also disclosed herein.