With the emergence of generative artificial intelligence, it is becoming increasingly difficult to verify whether the information we receive is real or not. To tackle part of the problem, Google has begun implementing a new verification system, the well-known blue mark or “blue check mark.”
Some users have already started to see this badge next to links from companies like Meta or Apple. The goal is to show the user that they are accessing the real websites and not an imitation of them.
A Google spokesperson told The Verge that “we continuously experiment with features that can help customers identify trustworthy online businesses.” Additionally, they also explain that they are “running a small experiment where they display verification symbols next to certain businesses on Google.”
If we hover over these symbols, a text appears clarifying that “this icon appears because Google signals suggest that this business is what it claims to be. Google cannot guarantee the reliability of this business or its products.” This verification comes, in part, from human involvement as it is subject to manual reviews.
The experiment with searches seems to stem, in part, from the message identification function of Google (Brand Indicators for Message Identification, also known as BIMI). This system is used by the company to display the verification symbol next to certain Gmail senders.
In one of the moments where we are most connected as a society, systems like the one proposed by Google represent a significant measure to prevent the proliferation of fraudulent websites. For now, Google continues testing its verification system, and it is not known when it will be launched globally.
