BBC: Why can’t Google get a grip on rip-off ads?

“Machine learning is very good when you have a clear target in mind,” said Prof Sandra Wachter, from the Oxford Internet Institute. But trying to catch rule-breakers is a game of “cat and mouse”, as the companies can change their tactics and reappear. “Consumers trust Google. There is an expectation that what is happening on Google is legitimate,” said Prof Wachter. “If they know there are certain problems out there, they need to take more precautions.”