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In this letter, we propose an improved histogram modification based reversible data hiding technique. In the proposed algorithm, unlike the conventional reversible techniques, a data embedding level is adaptively adjusted for each pixel with a consideration of the human visual system (HVS) characteristics. To this end, an edge and the just noticeable difference (JND) values are estimated for every pixel, and the estimated values are used to determine the embedding level. This pixel level adjustment can effectively reduce the distortion caused by data embedding. The experimental results and performance comparison with other reversible data hiding algorithms are presented to demonstrate the validity of the proposed algorithm.