In a move to combat the spread of manipulated and sexually explicit content, Google has announced a significant update to its advertising policies. Starting at the end of the month, the tech giant will prohibit advertisements promoting websites and apps that generate deepfake pornography.

Deepfake technology has become increasingly sophisticated, allowing individuals to create synthetic content that appears authentic but is entirely fabricated. This includes altering or generating images and videos to depict explicit or nude content without the consent of the individuals involved.

Google’s updated Inappropriate Content Policy now explicitly prohibits advertisers from promoting services that facilitate the creation or distribution of deepfake pornographic material. 

This includes websites and apps that provide instructions on creating deepfake porn, endorse various deepfake porn services, or compare different options for generating manipulated content.

Advertisers found in violation of this policy will face immediate suspension without warning, preventing them from publishing ads on Google’s platforms. The company has urged advertisers to review their existing ads and remove any content that violates the new policy before the enforcement date.

“Google is committed to fostering a safe and respectful advertising environment. In line with this goal, we are updating our policies regarding the promotion of synthetic sexual content,” said Google in a release.

“We take violations of this policy very seriously and consider them egregious. If we find violations of this policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again,” it said. 

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In the UK, the creation of sexually explicit deepfake images was recently made illegal. Under the new offence, those who create these images without consent will face a criminal record and an unlimited fine. If the image is shared more widely, offenders could be sent to jail. 

“The creation of deepfake sexual images is despicable and completely unacceptable irrespective of whether the image is shared,” minister for victims and safeguarding, Laura Farris, said.

“This new offence sends a crystal clear message that making this material is immoral, often misogynistic, and a crime.”