Google is implementing changes to its search engine to address the growing issue of deepfake pornography. The tech giant aims to make it easier for victims to remove non-consensual explicit content from search results. Key measures include omitting explicit results for searches containing a person’s name, downranking websites with high removal notice volumes, and automatically removing duplicates of removed images. Google reports a 70% reduction in explicit deepfake content in search results since early 2024. However, challenges remain, such as limited access to third-party media data and balancing the needs of adult performers. The move comes as tech companies face pressure to tackle the social impacts of generative AI, with regulators like the UK’s Online Safety Act making non-consensual deepfake pornography illegal. While advocacy groups push for complete delisting of deepfake sites, Google argues this could block access to important information about content removal.

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