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In the era of AI, it has been easier for bad actors to circulate deepfakes online. The worst part is that these non-consensual deepfakes even rank higher and are visible to the masses via Google Search. But, that shouldn’t happen anymore. Google is making some changes to its Search algorithm that will prevent explicit deepfakes from appearing higher in the Search results. In addition, Google is also making it easier to remove deepfakes from the Search results.
Google makes it easier to remove deepfakes from search results and demotes the ranking of sites posting them
Well, the option to request for removal of deepfakes has been there for a long time as part of Google’s policies. Now, whenever Google’s system grants someone’s removal request, it will also filter out all the explicit results on similar searches related to them.
In simpler words, this means Google’s system will scan for any duplicate of the deepfake images for which the request has been made and will remove them, too. As a result, deepfakes’ victims won’t have to worry about similar images popping up again anywhere on other websites.
That’s not all, Google is also updating Search rankings to tackle the explicit deepfakes issue. Unlike before, if a user searches for explicit deepfakes with a person’s name, the Search results will surface “high-quality, non-explicit content.”
As per today’s announcement blog, Google also plans to educate the users looking for deepfakes. In fact, Google Search will display results that talk about its impact on society. Also, websites that receive bulk removal requests for explicit deepfakes will be demoted in the Google Search ranking.
The company admits that it has a lot of work to do in this particular area
Having that said, Google doesn’t plan to remove legitimate results, such as actors’ nude scenes. However, it will continue demoting deepfakes. The company recognizes that it has a lot to do to distinguish between real explicit content and fake explicit images.
Google says that previous Search updates have reduced exposure of explicit deepfake content by over 70% this year. And, it plans to improve on these numbers for good going down the line. In short, one can’t deny that Google is taking the circulation of explicit deepfakes more seriously than ever. Previously, the company has implemented several policies and made numerous changes to combat harmful content. And, this looks like just another example of it.