Google launched its improved copyright plan

Google (GOOG) pledged to change its policy and to act on copyright takedown requests within 24 hours. According to the Digital Millennium Copyright Act (DMCA), content hosting sites are generally not held responsible for infringing material on their sites providing they immediately follow up on takedown requests.

"As the Web has grown, we have seen a growing number of issues relating to infringing content. We respond expeditiously to requests to remove such content from our services, and have been improving our procedures over time," Kent Walker, Google general counsel, wrote in a blog post. "But as the Web grows, and the number of requests grows with it, we are working to develop new ways to better address the underlying problem."

Starting with Blogger and Web search, Google announced that it will build tools in Blogger and Google search to make it easier to submit DMCA takedown requests.
Walker promised that Google will reduce its average response time to 24 hours or less for copyright owners who use the tools responsibly. Google will also improve its "counter notice" tools for people who think their content was wrongly removed.

Google will also improve its AdSense anti-piracy review. Apart from banning AdSense on websites with pirated content, Google will also identify violations.

Google is also looking for ways to make authorized content (e.g., music clips) easier to index and to search for, which is applauded by the Recording Industry Association of American (RIAA). Mitch Bainwol, chairman and CEO of the RIAA, wrote in a blog post. "We look forward to working with Google on all the steps necessary to effectively combat infringement."

Geoff Taylor, the chief executive of music industry body the BPI, also welcomed the new Google policy. However, he noted that further to eliminate digital piracy should be taken. He stated that Google search overwhelmingly directs consumers looking for music and other digital entertainment to illegal sites. He urges Google to work together with the BPI to find a "technical solution that points music fans to sites that reward artists and everyone involved in creating music".

(Image courtesy of Google Public Policy Blog)