Google has introduced new online safety features aimed at combating explicit deepfake images in its search index. These measures make it easier to remove such content at scale and prevent it from appearing prominently in search results. When removing fake content based on user requests, Google will also eliminate potential duplicates and filter results for similar queries.
Emma Higham, Google’s product manager, explained, “These protections have already proven effective against other types of images obtained without the consent of copyright holders, and now we’re building the same capabilities for fake explicit images.” She added, “These efforts are designed to give people additional peace of mind, especially if they’re concerned about similar content appearing in the future.”
Adjusting Search Rankings and Promoting Accurate Content
The ranking of sites in Google’s index will be adjusted to discourage searches for obvious fake content. For instance, search queries intentionally requesting fake images of a real person will be met with “high-quality, accurate content,” such as relevant news articles. Sites containing significant amounts of fake, explicit images will see their Google search rankings demoted.
Google reports that previous updates this year have resulted in a reduction of over 70 percent in the number of deepfake images appearing in search results. The company is working on teaching its search engine to differentiate between real, explicit content (such as consensual nudity) and fakes, ensuring that legitimate images can still be displayed, adds NIXsolutions.
Ongoing Efforts to Address Harmful Content
This latest initiative is part of Google’s ongoing efforts to tackle the issue of dangerous or explicit content online. In 2022, the company expanded the range of personal or sensitive information that users could remove from search. August 2023 saw Google implement a default setting to blur sexually explicit images. More recently, in May of this year, the company banned advertisers from promoting services that create sexually explicit content.
As these new features are rolled out, we’ll keep you updated on their effectiveness and any further developments in Google’s fight against explicit deepfakes and harmful online content. The company continues to refine its approach to balancing user safety with access to legitimate information, striving to create a safer online environment for all users.