In a move to combat the rising threat of explicit deepfakes, Google has announced significant updates to its Search algorithms and content removal processes. This overhaul aims to protect individuals from non-consensual sexually explicit fake content, also known as “deepfakes,” which has become increasingly prevalent due to advances in generative imagery technology.
Google’s new measures include streamlining the process for removing explicit deepfake content from Search results. Previously, individuals could request the removal of such content, but the process is now being improved for greater efficiency and effectiveness. Once a successful removal request is processed, Google’s systems will not only delete the specific image but also scan for and eliminate any duplicates or similar content across Search results.
This update builds on existing protections that have been applied to other forms of non-consensual imagery, offering enhanced support for those affected by deepfakes.
In addition to improvements in content removal, Google is updating its ranking algorithms to reduce the visibility of explicit deepfakes in Search results. The company is introducing ranking updates designed to lower the prominence of harmful content, particularly in queries that are likely to display explicit fake material.
For searches that involve individuals’ names and are more prone to revealing deepfake content, Google aims to prioritise high-quality, non-explicit results such as news articles and educational resources. Recent changes have already led to a 70% reduction in exposure to explicit deepfake images for these types of queries, claims company.
Google is also enhancing its ability to differentiate between real, consensual explicit content (such as actor’s scenes) and fake explicit content (like deepfakes of those actors). This distinction is crucial in ensuring that legitimate content is appropriately surfaced while harmful deepfakes are downranked.
Another key aspect of Google’s strategy involves demoting sites that frequently feature removed fake explicit content. Sites that have had numerous pages removed under Google’s policies will be ranked lower in Search results.