Google Search is testing verified checkmarks for legitimate businesses

Oct 4, 2024

Google tests verified checkmarks for legitimate businesses to prevent fraud.

Google Search is testing verified checkmarks for legitimate businesses

: Google is testing blue verified checkmarks to denote legitimate businesses in search results. This feature, spotted for companies like Microsoft, Meta, Apple, and Amazon, aims to protect users from fraudulent sites. The checkmarks are part of a small experiment and may rely on Google's Brand Indicators for Message Identification. Users see a popup explanation upon hovering over a checkmark, though Google cautions about the guarantee of reliability.

Google aims to tackle fraudulent websites with the introduction of blue verified checkmarks alongside legitimate business links in its search results. This feature, spotted by some users for major corporations including Microsoft, Meta, Apple, and Amazon, represents an overdue effort to help users discern trustworthy businesses online.

Currently in the testing phase, these checkmarks may not be visible to all users, as stated by Google in a report featured by The Verge. Google's approach is built on running experiments to enhance customer trust in online shopping, with the checkmarks serving as a visual cue for authenticity.

The underpinnings of this initiative appear related to Google's previous Brand Indicators for Message Identification (BIMI) feature, used in Gmail to provide logos for authenticated emails. While this Search feature differs in execution, it may utilize the same foundational principles or databases of recognized organizations, as it rolls out in a limited capacity.