Google has just made it easier for people to remove unfavourable stories about themselves from its search results, by launching a simple web form.
To submit your request, all you have to do is give over some personal details (including photo ID) and the link about which you're complaining.
Though there are two massive problems with this, which show how technology and innovation are in direct conflict with international jurisdictions and law-making.
The first is that even if stuff does get removed from Google's search results, this will only have any effect in Europe. So if you're Googling in South America or Africa you'll be able to see all the redacted results. It doesn't make much sense, in a globally connected economy, to restrict the internet in just one region.
Secondly, the system is open to abuse from people who've done something wrong. The BBC found earlier this month that more than half the submissions for things to be removed from the UK were from convicted criminals, including someone convicted of possessing child abuse images.
Google co-founder Larry Page went as far as to suggest that the ruling could be used a PR tool for oppressive regimes: "It will be used by other governments that aren't as forward and progressive as Europe to do bad things. Other people are going to pile on, probably . . . for reasons most Europeans would find negative."