Google completes its procedures for a more reliable Internet. Traditionally, brand owners have had the chance to request the removal of content such as paid advertising (Google Adwords) or downloadable applications from Google Play. However, there was no procedure for removing an unsponsored link on Google Search.

Google now extends its engagement in the fight against the unauthorized use of intellectual property rights. Trademark rights holders now can send take-down notices to remove non-commercial links:

Brand owners should keep in mind that Google will delete the links, but not the pages.

Google Search is by far the most used search engine (ahead of Bing, Baidu, and Yahoo). In a way and a majority of cases, Google Search is the first door of the largest counterfeit supermarket. Therefore, the position of Google Search in this market invites brand owners to adjust their online protection strategy.