Google has announced a new service which grants Europeans a ‘right to be forgotten’.
Citizens of European Union member states can now apply to the online search company to have their personal data removed from Google results.
The announcement follows on from a European Union court ruling in May which enforced the right to be forgotten.
Now, links to information which is “inadequate, irrelevant or no longer relevant, or excessive in relation to the purposes for which they were processed” including the person complaining’s name will be erased on request.
Each request will be looked at individually, and Google will attempt to balance privacy rights with the public’s right to know and distribute information.
The company has stated that it will also consider information on "financial scams, professional malpractice, criminal convictions, or public conduct of government officials" while processing each request.
Information will start to be taken down from search results in around two weeks’ time. Any results that are affected by content removal will be flagged to those searching.
For a claim to be initially accepted, the person must provide URL links, clear reasons why the information should be taken down from results and proof of EU citizenship when filling out the online form.