The right to be forgotten is just one of a number of “reputation management” tools that can be exploited to hide negative publicity online.
he fact that trying to control where a person, company or brand appears in a Google search is a burgeoning industry is hardly surprising as commerce increasingly moves online.
US technology research and consulting company Gartner predicts 80pc of all business to business interactions between buyers and suppliers will be done digitally by 2025.
For this reason and others, companies or prominent individuals associated with them, will want to have their brand ranked high on Google searches and any negative news coverage well down the search list.
Some will hire experts in “search engine optimisation” to help them achieve this.
While some of the tricks of the trade are considered entirely legitimate “white hat” operations, insiders say there can also be a murkier side to reputation management, using “black hat” tactics.