Google launched a service which Europeans could use to remove from search results information about themselves that they consider irrelevant or unnecessary.

A form available on its website could now be used by people who wish to submit such requests.

The search giant said in the statement accompanying the new service that it would try to "balance the privacy rights of the individual with the public’s right to know and distribute information".

Judging case by case, Google will take into account a number of factors such as public interest or whether it is related to professional malpractice, criminal convictions and conduct of government officials.

Google's move comes after the European Court of Justice (ECJ) ruled that search engines used on European territory are to erase outdated information upon request. Its position on the so-called "right to be forgotten" drew criticism from the company, which says ECJ's decision contravenes an earlier statement it made which argues deleting sensitive information from search engines' results would infringe freedom of expression.

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