Google Shaking Down Copyright Infringement with Improved DMCA Responses

December 7, 2010 - Written By Scott Beard

This week Google has announced it will begin improving responses to DMCA (Digital Millennium Copyright Act) takedown notices, continuing what Content ID has been doing for YouTube. Also, they plan to develop a new system that would prevent any piracy-related websites from profiting from Google’s ad networks and services.

Listed on Google’s public policy site is the announcement with 4 key changes which will be put into place over the coming months, including:

  • We’ll act on reliable copyright takedown requests within 24 hours. We will build tools to improve the submission process to make it easier for rightsholders to submit DMCA takedown requests for Google products (starting with Blogger and web Search). And for copyright owners who 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 who believe their content was wrongly removed and enable public searching of takedown requests.
  • We will prevent terms that are closely associated with piracy from appearing in Autocomplete. 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.
  • We will improve our AdSense anti-piracy review. We have always prohibited the use of our AdSense program on web pages that provide infringing materials. Building on our existing DMCA takedown procedures, we will be working with rightsholders to identify, and, when appropriate, expel violators from the AdSense program.
  • We will experiment to make authorised preview content more readily accessible in search results. Not surprisingly, we’re big fans of making authorised 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.

“These changes build on our continuing efforts, such as Content ID, to give rightsholders choice and control over the use of their content, and we look forward to further refining and improving our processes in ways that help both rightsholders and users.”

Does it sound like Google has your best interest in mind? Leave a comment and let us know how you feel, or if you’d like to sound off to Google directly, head over to the blog post and tell them what you think.