A simple Google tool empowers users to locate and remove personal details like addresses, emails, and phone numbers from search results, countering data brokers who sell such information to advertisers and cybercriminals. These brokers also collect data on family and friends, fueling a global market valued at around £250 billion.

What is Results About You?

Results About You scans Google search results for mentions of a user’s personal information. Users receive email notifications about potential matches and can request removal after Google’s review. Testing reveals details appearing in expected spots like social media profiles and directories, as well as surprising locations such as outdated websites now linked to unrelated networks.

The tool prevents data brokers from easily discovering information through Google searches, though the data remains on original sites.

Expert Insights on Privacy Protection

Chris Yule, senior director of threat research at Sophos X-Ops, highlights its value for privacy-focused professionals. “Say you’re a doctor or a police officer and you don’t want members of the public you’re interacting with finding your address from a quick Google search,” Yule states. “Google reviews requests to remove results linked to your name.”

Yule notes a 1253% surge in personal data sales on the dark web over the past five years. “Data brokers steal and gather personal data to sell for identity theft, fraud, ransomware, and other cybercrimes,” he adds.

Expansions and Limitations

Google expands the tool in the US to monitor passport details and social security numbers, with plans for more regions. Users must provide their information to Google, which employs strict security protocols.

Yule acknowledges the irony: “Google controls most search results, so sharing data with them helps suppress unwanted links.” However, not all threats follow these rules.

Cybersecurity Advice

Jake Moore, global cybersecurity advisor at ESET, warns that AI tools bypass search removals. “AI excels at research and can share personal information,” Moore says. “Remove data from its source for better protection.”

Marijus Briedis, chief technology officer at NordVPN, advocates layered defenses. “Adjust account settings and search results to cut exposure, but VPNs also shield browsing from networks, advertisers, and third parties,” Briedis recommends.

Paid removal services exist but lag behind evolving identity theft tactics.