Google’s Latest Search Algorithm Update Targets Explicit Deepfakes

As generative imagery technology advances, so does the risk of non-consensual explicit "deepfakes." Google is enhancing policies and systems to give people more control online. The new search algorithm updates make it easier to remove harmful content and prevent it from appearing in search results. Keep reading to learn more!

Approximate Read Time: 2 Minutes

Google released a blog post addressing its efforts to combat the rise of explicit deepfake content (artificially generated images and videos) in its search results. According to Google, the company has introduced significant updates to its removal processes and ranking systems to protect people from non-consensual fake explicit imagery.

In the announcement, Google stated:

“Today, we’re sharing a few significant updates, which were developed based on feedback from experts and victim-survivors, to further protect people.“

Let’s take a look at the key updates included in Google’s blog post:

• Easier Removal Processes: Google has simplified the process for people to request the removal of such content from Search. When someone requests the removal of explicit, non-consensual fake content, Google’s systems will also aim to filter out all explicit results related to similar searches about the individual. The system will also scan for and remove any duplicates of the image.
• Improved Ranking Systems: Google is updating its ranking algorithms to lower the visibility of explicit fake content in search results. For searches specifically seeking such content, Google will prioritize high-quality, non-explicit content like news articles. Google claims these changes have already reduced exposure to explicit image results by over 70%. Additionally, Google is working to better distinguish between real and consensual explicit content and explicit fake content.
• Site Demotions: Sites with a high volume of removed fake explicit imagery will be demoted in search rankings, signaling that they are not high-quality sites.

These measures outlined by Google demonstrate a proactive approach to managing the ethical and social implications of advanced technology, particularly generative imagery.

While Google acknowledges that these updates are significant, the company recognizes that ongoing efforts and industry-wide partnerships are necessary to effectively tackle the issue of explicit deepfake content.

Final Thoughts

Overall, Google’s initiatives are a significant step toward mitigating the impact of non-consensual explicit content. These efforts highlight the importance of technological advancements in safeguarding individuals’ online experiences and the need for continuous adaptation to new forms of digital abuse.

This update aligns with recent ongoing measures Google has implemented to address dangerous and explicit content online. In May 2024, Google began prohibiting advertisers from promoting synthetic content altered or generated to be sexually explicit or contain nudity. Additionally, in 2022, Google broadened the categories of “doxxing” information eligible for removal from Search. As of August 2023, Google also introduced a default blurring feature for sexually explicit imagery.

• Explore the Crossroads of Legal and Business Ethics in the AI Era
• Free Webinar for Lawyers: Using ChatGPT and AI Solutions for Legal Marketing Content
• People Powering the Google Algorithm

Lee este artículo en Español en Justia Avanza.