Google Tweaks Search Engine to De-Rank Deepfakes While Protecting Adult Creators

Google Tweaks Search Engine to De-Rank Deepfakes While Protecting Adult Creators

MOUNTAIN VIEW, Calif. — Google has adjusted its search engine to downrank websites that feature a high volume of content that has been subject to deepfake takedown requests.

The market-leading search engine has been adjusted “to reduce the prevalence of sexually explicit fake content high in results, responding to the explosion in non-consensual unsavory content people have created using generative artificial intelligence (AI) tools,” Bloomberg reported last week, after Google published a blog post outlining the changes.

“According to Google, when a user requests the removal of explicit non-consensual fake content featuring them, the company's search system aims to filter all explicit results on similar searches about them,” Bloomberg reported. “This results in an optimization of explicit search results, prioritizing adult content that has not been flagged.”

Google has specified that it intends to be careful in the way it purges explicit content, to make sure that nonconsensual content like deepfakes is filtered, but legal, consensual adult content is not.

Google Product Manager Emma Higham told Bloomberg, “We’ve long had policies to enable people to remove this content if they find it in search, but we’re in the middle of a technology shift. As with every technology shift, we’re also seeing new abuses.”

The change follows earlier press reports that focused on the site MrDeepfakes.com, which benefited from its privileged position at the top of Google Search results.

According to Bloomberg, since the adjustments were implemented in the spring, “U.S.-based search traffic to the top two deepfake pornography websites plummeted.”

Higham noted that the company must be careful about “not taking too blunt an approach and having unintended consequences on access to information.” 

“But when we’re seeing high-risk queries and a high risk of fake explicit content showing up non-consensually, we are taking strong action now,” Higham added.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Strike 3 Holdings Sues Meta for Pirating Vixen Media Group Content to Train AI

Vixen Media Group owner Strike 3 Holdings filed suit in federal court this week, accusing Facebook parent company Meta of copyright infringement and alleging that Meta has extensively pirated VMG content to train its artificial intelligence models.

Pineapple Support, Streamate to Host 'Navigating Grief and Loss' Support Group

Pineapple Support and Streamate are hosting a free online support group to help performers cope with grief and loss.

Friday is Final AV Compliance Deadline in UK

Friday, July 25 marks U.K. media regulator Ofcom’s deadline for user-to-user services such as tube, cam and fan sites to implement its requisite “highly effective age assurance” measures for preventing minors from viewing adult content.

AEBN Publishes Popular Searches for May, June

AEBN has released the top search terms for the months of May and June from its straight and gay theaters in all 50 states and the District of Columbia.

Ofcom Releases Transparency Reporting Guidelines

Ofcom, the U.K. media regulator, has made public its official guidance detailing how online service providers — including adult sites — will be required to publish annual transparency reports on their efforts to protect children from online harms.

New AV Rules Take Effect for Ireland-Based Sites

Ireland’s Online Safety Code came into force Monday, including a provision requiring adult sites headquartered in Ireland to implement age assurance measures beyond self-declaration.

XBIZ Amsterdam Calls on New Startups for 'Spotlight' Program

XBIZ is pleased to announce that its new “Startup Spotlight” programming will make its European premiere at XBIZ Amsterdam 2025, set to take place Sept. 2-5 at the Jakarta Hotel Amsterdam.

Texas Resumes AV Lawsuit Against Aylo Following SCOTUS Decision

A district court judge in Texas has unfrozen the state’s $1.6 million lawsuit against Aylo for allegedly failing to comply with age verification requirements, Bloomberg Law is reporting.

JuicyAds Wins Trademark Infringement Case Against Fraudulent Domain

JuicyAds has won its World Intellectual Property Organization (WIPO) case against a website using a similar domain to impersonate the company's site and defraud customers.

Anissa Kate, Jordan Starr Top AEBN for Q2 of 2025

AEBN has published its top-selling stars for the second quarter of 2025, with Anissa Kate landing atop the leaderboard for straight theaters and Jordan Starr heading up the gay rankings.

Show More