Searching your own name online often reveals personal details like email addresses, phone numbers, and home addresses. Data brokers collect and sell this information to advertisers, cybercriminals, and others, fueling a global market worth approximately $315 billion.
How Google’s ‘Results About You’ Tool Works
Google’s ‘Results About You’ tool scans search results for mentions of a user’s personal information. Users input their details, and the tool generates reports on websites displaying them, from social media profiles and online directories to unexpected sources like outdated photography sites.
Users can flag problematic results for removal from Google search listings. Google reviews each request before acting and notifies users via email once information is hidden from searches. This approach aims to limit data brokers’ access to the data.
Expert Insights on Privacy Protection
Chris Yule, senior director of threat research at Sophos X-Ops, describes the tool as ideal for privacy-focused professionals such as doctors or police officers. ‘Google reviews requests to remove results if people search for you,’ Yule states. ‘What it doesn’t do is stop your data being made available or sold online. Your information will still be available on the site, but Google won’t link to it in results anymore.’
The Growing Threat of Data Brokers
Sophos X-Ops reports a 1,253% surge in personal data sales on the dark web over the past five years. Criminals exploit this data for identity theft, financial fraud, ransomware, and other cybercrimes. ‘Data brokers steal and gather personal data with the sole objective of selling it to people who can use it to make money,’ Yule explains.
Upcoming Enhancements and Security
Google expands the tool in the US to monitor passport numbers and social security numbers, with plans for more regions. Users must provide their details directly, protected by rigorous security protocols. Yule acknowledges the irony: ‘Ultimately, Google is the arbiter of search results for most people, so if you want their help in taking down things you don’t want people to see, then you need to give them something to work with.’
Limitations and Additional Strategies
The tool complements paid data removal services but faces challenges from advanced AI. Jake Moore, global cybersecurity advisor at ESET, warns that AI systems research more powerfully and may share personal information. ‘It is much better to attempt to remove the data from its origin than rely on the search removal tool,’ Moore advises.
Marijus Briedis, chief technology officer at NordVPN, recommends layered privacy measures. ‘Adjusting account settings and managing what appears in search results can reduce exposure, but tools that protect your connection—such as VPNs—can also help limit how much of your browsing activity is visible to networks, advertisers, and other third parties,’ Briedis says.
