Observed Signal · Feb 16, 2026 · Technical Release · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Google Simplifies Removal of Personal Content in Search
Google announced updates to help users manage personal data in Search. In a Threads post, Google said the 'Results about you' tool will better protect personal information by allowing users to upload data such as IDs (e.g., passports or drivers licenses) and encrypt it. The tool will indicate where linked information appears and notify users when it shows up, offering a path to remove those results. The feature is already used by more than ten million users and will roll out in the US first before expanding to other markets. Separately, Google will make it easier to remove sexualized images from Search: users can use a three‑dot menu on an image, select 'Remove result', then 'It shows a sexual image of me', with support for removing multiple images at once. An opt‑in option can proactively filter more sexual content, and removal status is trackable in the 'Search results about you' area via email updates. Google is also reportedly considering an opt‑out for AI Overviews and AI Mode.
Major privacy feature updates in Google Search affecting user data removal and image removal capabilities; potential implications for data targeting in AdTech.
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Key Takeaways & Evidence Grounding
- Google expanded the 'Results about you' tool to let users upload personal data (IDs) and encrypt it, showing where information appears in search results.
- Rollout will begin in the United States before expanding to other markets.
- Google introduced an easier process to remove sexualized images from Search, including multi-image removal and an opt-in to proactively filter more content.
- Users can track removal requests and receive email updates via the 'Search results about you' area.
- The 'Results about you' tool is already used by more than 10 million users.
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Google’s 2026 Search Removal Tool Updates Expand Governance
Google updated its removal tooling and guidance in 2026 to broaden eligibility and reporting for sensitive personal data, non-consensual imagery, and AI-generated deepfakes. Industry coverage (via Search Engine Land) frames the changes as part of a three-part framework—source removal, deindexing from Google Search when eligible, and legal routes—emphasizing that deindexing affects discoverability but not host-level availability. The update introduces expanded scenarios (including government-issued IDs, passport data, and Social Security numbers) and proactive alerts, shifting organizational handling of harmful search results toward a governance workflow that coordinates privacy, legal, security, communications, and monitoring functions. The changes strengthen options for enterprises but do not replace source-level takedowns or formal legal remedies.
Google uses uploaded media to train AI; opt out
Google updated its Search Services privacy settings in June 2026 to allow saved user media — including images, files, audio and video recordings — to be retained and used to develop and improve its AI models unless users opt out. The change adds two settings, Search Services History and Personalized Recommendations, and applies across Google Search services such as Maps, Shopping, Flights, Hotels, Translate and News. Google’s documentation and customer email state saved media may be used for AI training and reviewed by humans. Users can disable the “Save Media” option and adjust automatic deletion intervals (3, 18 or 36 months) via the Search Services History and Personalization pages. The update separates Search data from Web & App Activity retention settings.
SPUR launches AI content tracking standard, invites OpenAI, Google to board
A coalition of media organizations including the Guardian, Financial Times, BBC, Sky, and the AP has released a new standard for tracking how AI tools use publishers' content. The Standards for Publisher Usage Rights (SPUR) initiative published its content telemetry standard on October 2, 2026. The standard creates a process to track and report when content is retrieved, grounded, cited, presented, and engaged with by AI tools, and report usage back to publishers. SPUR has invited OpenAI, Anthropic, Google, Meta, and Microsoft to join its new AI Licensing Advisory Board to help shape implementation. The board aims to ensure tracking rules work for both publishers and AI companies. SPUR is also developing agent tooling for AI companies to adopt the standard, supporting transparent reporting and licensing. Pilot programs with tech and AI companies are planned.
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