Google promises improved measures to combat piracy

Google has pledged further measures to help combat piracy online.

In a blogpost yesterday (2 December), Kent Walker, general counsel for Google, says the company will “act on reliable copyright takedown requests within 24 hours”.

He outlined intentions to prevent terms associated with piracy from appearing in Google’s autocomplete function, which predicts user searches.

Actual search results, however, will remain the same and illegal websites will still show.

Walker says: “We’ll build tools to improve the submission process to make it easier for rightsholders to submit Digital Millenium Copyright Act takedown requests for Google products (starting with Blogger and web search).

He adds: “For copyright owners that use the tools responsibly, we’ll reduce our average response time to 24 hours or less. At the same time, we’ll improve our counter notice tools for those that believe their content was wrongly removed and enable public searching of takedown requests.

“While it’s hard to know for sure when search terms are being used to find infringing content, we’ll do our best to prevent autocomplete from displaying the terms most frequently used for that purpose.”

Other measures include the promotion of legal film and music content providers and the expulsion of “violators” from AdSense.

“Building on the Digital Millenium Copyright Act takedown procedures [which protect websites like Google and Facebook from liability if they promptly remove infringing content when notified by copyright owners], we’ll be working with rightsholders to identify and, when appropriate, expel violators from its sponsored links programme AdSense,” wrote Walker.

“Not surprisingly, we’re big fans of making authorized content more accessible on the internet. Most users want to access legitimate content and are interested in sites that make that content available to them (even if only on a preview basis). We’ll be looking at ways to make this content easier to index and find,” he adds.

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here