In response to the rising prevalence of non-consensual deepfake pornography, Google is implementing significant changes to its search engine aimed at reducing the visibility of such content.

These adjustments have reportedly decreased exposure to explicit deepfake results by over 70% for specific queries associated with individuals' names.

Victims can now more easily report explicit deepfakes, and Google's systems are designed to filter similar explicit results from future searches.

To further combat this issue, U.S. Representative Joseph Morelle has introduced the Preventing Deepfakes of Intimate Images Act, which aims to criminalize the creation of deepfakes and has garnered bipartisan support.

This initiative follows a recent call from the White House urging tech companies to take action against explicit deepfake imagery.

Emma Higham, a product manager at Google, highlighted the challenge of balancing user access to information with the necessity for online safety concerning non-consensual explicit imagery.

Google acknowledges the technical difficulties in distinguishing between consensual and non-consensual content, which may impact the effectiveness of its efforts.

The updates are designed to alleviate victims' concerns about the reappearance of harmful images across the web, covering more ground than previous removal requests.

Google has consulted with experts and victims of non-consensual deepfakes to implement these significant updates aimed at protecting individuals, particularly women, who are often the primary targets.

Experts emphasize the urgent need for justice as victims of deepfakes continue to suffer various harms, reinforcing the necessity for comprehensive regulatory measures.

Ultimately, Google's goal is to shift the focus from displaying non-consensual deepfakes to providing information about their societal impact.