Billboard reports: “Search engines Google and Bing will step up their efforts to demote and restrict access to copyright infringing websites, following the agreement of a voluntary code of practice between rights holders and tech companies in the U.K. Hailed as a world first initiative, the code will see the removal of links to unlicensed material and is intended to reduce the prominence of infringing content in search rankings, thereby promoting licensed music sites and services. Effective immediate, the agreement follows a series of Government-chaired roundtables and has been signed by labels trade body the BPI, the Motion Picture Association and the Alliance for Intellectual Property, as well as search engines Google and Microsoft-owned Bing.”

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