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Google RulesThe History and Future of Copyright Under the Influence of Google$
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Joanne Elizabeth Gray

Print publication date: 2020

Print ISBN-13: 9780190072070

Published to Oxford Scholarship Online: March 2020

DOI: 10.1093/oso/9780190072070.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 19 January 2022

Google’s Private Copyright Rule-Making and Algorithmic Enforcement

Google’s Private Copyright Rule-Making and Algorithmic Enforcement

(p.117) 6 Google’s Private Copyright Rule-Making and Algorithmic Enforcement
Google Rules

Joanne Elizabeth Gray

Oxford University Press

This chapter evaluates Google’s approach to copyright enforcement across its own platforms. Increasingly, Google self-regulates and negotiates with rightsholders to privately devise copyright rules. Google then deploys algorithmic regulatory technologies to enforce those rules. Indeed, over the past decade, Google has developed a range of algorithmic tools it uses to deter copyright infringement, enforce copyrights, and remunerate rightsholders. These activities limit transparency and accountability in digital copyright governance and privilege private interests and values over the public interest. In a digital environment dominated by powerful private actors, the use of algorithmic regulatory systems poses a critical problem for public rights and democratic, accountable systems of governance, now and into the future.

Keywords:   copyright, artificial intelligence, private copyright enforcement, automated decision-making, transparency, accountability, Google, YouTube, public interest, Content ID

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