Google is testing a display of verified checkmarks next to search results related to certain businesses to ensure reliability, a spokesperson said Friday.
The development comes as Google ramps up its efforts to enhance online safety across its search engine by providing users more trustworthy content.
The blue verified checkmarks will indicate that the companies they appear next to in search results are real and genuine, and not an imitator trying to feed off a known brand.
“We regularly experiment with features that help shoppers identify trustworthy businesses online, and we are currently running a small experiment showing checkmarks next to certain businesses on Google,” a Google spokesperson has said.
According to reports in international media, the search results for several leading companies — including Meta, Amazon, and Apple — carried blue checkmarks when they were Googled. The experiment, however, appears to be limited in its scope and may not involve a large number of Google accounts.
Through the verification feature in its search results, Google is aiming to counter misinformation and prevent online scams. Currently, Google is home to a large volume of fraudulent websites, which often deceive users into trusting them.
Although Google deploys automated systems that remove corrupt websites from its search results, the new verification feature is aimed at enhancing the company’s existing filtering mechanisms.
