Navigating the Digital Age: Google's Clampdown on Deepfake Pornography

At a time when fear about the uses, and misuses, of new tech are at the forefront of many people’s minds, Google is taking decisive action. Reducing the rankings of AI-generated pornography in search results is a bold attempt both to address a future crisis now and to change how individuals can exercise control when it comes to finding new content online. Google’s approach is significant, not just because of what it might represent for other companies, but also because of what it says about how to use the internet according to the company’s expectations. Here’s what Google is doing, and why it matters.

Google’s Proactive Measures Against Deepfakes

While deepfake technologies, which employ artificial intelligence to create hyperrealistic videos and images of people who didn’t originate the footage or images in question, promise tremendous opportunities in various areas (from films to education to entertainment), they have also opened the door to the escalation of nonconsensual porn (revenge porn) and AI-based pornography. Google, to its credit, has declared to have taken a set of actions, including lowering the rankings of such content in search, to improve search results on this topic.

The Impact of Google’s Strategy

Indeed, Bloomberg reported that the first 10 days of May saw U S-based desktop search traffic to some of the worst of the offending sites decrease by 21 per cent and 25 per cent, respectively, from the six-month average. That means that Google’s hard work is slowly shutting down access to some of the worst in the world. But this fight against the flood of digital exploitation is just getting started. The sites continue to exist, albeit less visibly – which is why the struggle continues.

Google’s Policy Updates and Support Systems

It has recently demonstrated further, more forceful, action: in March, Google revised its policies to ban ads for websites that allow the production of deepfake videos depicting pornographic content. The ban, to come into effect on 30 May, would apply not only to deepfakes themselves, but all content related to the creation of the fake videos, from deepfake-generating websites to tutorials on how to create them. Violators will be suspended from advertising through Google and barred from rejoining the programme. By denying the flow of financial incentives, the search engine powerhouse may help choke off the disincentives to take the sorts of actions that underpin these forms of abuse.

The Broader Context and Google’s Role

The omnipresence of the deepfake and its rapid travel between apps is a crisis. Meta apps, X (formerly Twitter) and others have come under fire for their approach to nonconsensual porn, so Google’s proactivity offers an important model for the tech industry at large to follow – an industry where giants can, and ought to, lead on tackling digital victimisation.

Looking Ahead: The Future of Digital Content and Safety

As this space evolves, we’ll need to innovate with protections and policies to match. The struggle against nonconsensual deepfake pornography is paradigmatic for other DA challenges: how to balance innovation and ethics, creative technological possibilities with the rights of people.

The Essence of Google’s Endeavor

Google’s attempts to curtail deepfake pornography symbolise an important new chapter in the tech industry’s war against the weaponisation of society’s most vulnerable by providing a further example of corporate responsibility and the increasing recognition in Silicon Valley that we’re all, quite literally, in this together.

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About Google

Google is not just the company which revolutionised web searching and dominates web search to this day but is the world’s largest tech company, a force in peoples’ consciousness and a powerhouse of innovation. Google leads the way in making the world web work for everyone, whether it’s developing the next generation of artificial intelligence or safety programmes protecting users from never-ending threats, Google’s breadth of projects is staggering. Included in the list: making it easier to surf and work online, with the help of faster networks, better machine learning and a safer and more accessible internet. Fighting against deepfakes pornography is simply Google taking another step forward to making the internet a safer and more responsible place for all users.