It is unclear how consumers will react to this move.
Critics charge that Google has effectively abandoned its "Don't be evil" motto and that small businesses will be unable to compete against their larger counterparts.
Google removes links to infringing content when requested, provided that supporting evidence is supplied.
However, it is sometimes difficult to judge whether or not certain sites are infringing and Google (and other search engines) will sometimes refuse to remove web pages from its index. This includes embedded services in millions of third-party websites using Adsense and Analytics.
Federal Trade Commission ended its investigation during a period which the co-founder of Google, Larry Page, had met with individuals at the White House and the Federal Trade Commission, leading to voluntary changes by Google; since January 2009 to March 2015 employees of Google have met with officials in the White House about 230 times according to the Wall Street Journal.
While new users were automatically opted-in, existing users were asked if they wanted to opt-in, and it remains possible to opt-out by going to the Activity controls in the My Account page of a Google account.
Toward the end of 2009 representatives of the CWWCS said talks with Google about copyright issues are progressing well, that first they "want Google to admit their mistake and apologize", then talk about compensation, while at the same time they "don't want Google to give up China in its digital library project".
On November 20, 2009, Google agreed to provide a list of Chinese books it had scanned, but did not admit having "infringed" copyright laws.