On Wednesday, Google announced a partnership with StopNCII.org to combat the spread of non-consensual intimate images (NCII). In the coming months, Google will begin using StopNCII hashes to proactively identify non-consensual images in search results and remove them. Hashes are unique, algorithmically generated identifiers that allow services to identify and block images that have been flagged as abusive without sharing or storing the actual source. StopNCII uses PDQ for images and MD5 for videos.
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As Bloomberg points out, Google has been criticized for being slower than other companies in the industry to adopt this approach, and its blog post seems to acknowledge that. “We’ve also heard from stakeholders and advocates that, given the scale of the open internet, there’s more that needs to be done to reduce the burden on those affected by it,” the post says. Facebook, Instagram, TikTok, and Bumble have already been working with StopNCII since 2022, and Microsoft integrated it into Bing in September of last year.
The company has released tools to request the removal of such content, along with personal contact information, but like its previous efforts to combat revenge porn, they put the onus on the victim to identify and flag the content. While flagging and removing content, especially AI-generated content, without victims having to create and submit hashes from their own devices would be difficult, it is a challenge that some advocates would like to see Google address.
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This collaboration comes at a time when protecting personal data and privacy online is more critical than ever. With the increasing use of artificial intelligence and advanced technologies, the ability to create and distribute non-consensual content has increased, making the need for effective protection tools even more imperative.
Google, recognizing these challenges, seeks to develop solutions that will not only protect victims but also reduce the need for their direct involvement in the reporting and removal process. This is especially important for victims who may feel powerless or lack the resources to deal with such situations on their own.
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The partnership with StopNCII.org is a step in the right direction, but its success will depend on Google’s ability to integrate these technologies in a way that is effective and easy to use for all users. The challenge remains, but Google’s commitment to partnering with organizations like StopNCII shows a serious intention to address the problem with responsibility and determination.
