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There is specialist legislation, which is commonly referred to as ‘the right to be forgotten’, which enables individuals to remove unnecessary personal data from search engines.

Writing in the Journal of Consumer Affairs, researcher Kucuk Umit noted that collecting information that is ‘inaccurate, inadequate, irrelevant or excessive’ contravenes the individual's right to be forgotten (Kucuk, 2016, p. 522).

However, as this is based on European Union legislation (May 2014 Court of Justice ruling) it can only be applied within EU states, which means that the information may remain in other locations, such as the United States. To discover how the process works, explore the search engines’ request forms for removal of content: Google https://is.gd/righttobe and Bing bing.com/webmaster/tools/eu-privacy-request.

Unsurprisingly, when a challenge occurs, solutions usually follow soon after. One solution, if you are unhappy with your online profile or if the search engines reject your request, is to gain third-party help to remove unwanted content, for a fee (see Digital Tool: Online reputation management).