Searching your own name online often reveals personal details like email addresses, phone numbers, and home addresses. Data brokers collect and sell this information to advertisers and cybercriminals, creating a global market valued at around £250 billion. These firms also gather data on individuals’ friends and family.
What is ‘Results About You’?
Google offers a tool called ‘Results About You’ that scans search results for personal information. Users can request removal of such details from Google’s search listings after review.
Testing the tool uncovers mentions in expected spots, such as author profiles, social media, and directories. It also flags surprising locations, like outdated websites redirecting to questionable networks.
Google notifies users via email when it detects their information and provides options to hide it from search results, limiting data brokers’ access.
Expert Insights on Privacy Protection
Chris Yule, senior director of threat research at Sophos X-Ops, notes that the tool suits privacy-focused professionals. ‘Doctors or police officers may prefer to keep their addresses hidden from public searches,’ Yule explains. ‘Google reviews removal requests for personal searches, but the data remains available on original sites—just not linked in results.’
The Growing Threat of Data Brokers
Sophos X-Ops reports a 1,253% rise in personal data sales on the dark web over the past five years. Criminals use this data for identity theft, fraud, ransomware, and more. ‘Data brokers harvest information solely to profit from cybercrimes,’ Yule warns.
Google expands the tool in the US to monitor passport numbers and social security details, with plans for more regions. Users must input their data securely, protected by Google’s protocols.
Yule acknowledges the irony: ‘Google controls most search results, so sharing data with them helps suppress unwanted links, even if not everyone follows the rules.’
Beyond Search Removal: Additional Strategies
Paid removal services exist but lag behind thieves using advanced AI. Jake Moore, global cybersecurity advisor at ESET, cautions that AI enhances research and data sharing. ‘Removing data at the source proves more effective than relying on search tools,’ Moore advises.
Marijus Briedis, chief technology officer at NordVPN, recommends layered privacy: ‘Tweak account settings, manage search visibility, and use VPNs to shield browsing from networks and advertisers.’
