Google enhances protections against fake explicit content

Google is taking significant steps to address the problem of non-consensual sexually explicit fake content, often referred to as ‘deepfakes,’ that has been increasingly distributed online. Recognising the distress this can cause, Google has updated its policies and systems to help affected individuals more effectively. These updates include easier removal processes for such content from Search and improvements to Google’s ranking systems to prevent this harmful material from appearing prominently in search results.

People have long been able to request the removal of non-consensual explicit imagery from Google Search, but the new changes make this process more accessible. Once a request is successfully made, Google’s systems will also aim to filter out all explicit results related to similar searches. Additionally, if an image is removed under these policies, Google will scan for and remove any duplicates, providing greater peace of mind for those worried about future appearances of the same content.

In tandem with these removal process enhancements, Google is also refining its ranking systems to demote explicit fake content. That includes lowering the ranking of such content for searches that may inadvertently lead to it and promoting high-quality, non-explicit content instead. These changes have already shown promising results, with exposure to explicit image results on certain queries reduced by over 70%. By distinguishing between real and fake explicit content, Google aims to surface legitimate information better while minimising harmful content.

Google acknowledges that more work is needed to tackle this issue comprehensively. The company is committed to ongoing improvements and industry-wide partnerships to address the broader societal challenges of non-consensual explicit fake content. These efforts reflect Google’s dedication to protecting individuals and maintaining the integrity of its search results.