The war against pirated content on the web continues, as Google and Bing have agreed to a new code that will no longer let users browse for pirated content and illegal streams as effortlessly as they were used to.

The search engine heavyweights have agreed to a new voluntary code of practice in the United Kingdom that will see websites known to engage in illegal distribution of content become less visible in search results, reported The Guardian.

In addition to preventing the users in UK to search for illegal content, the new code will also direct searches for films, music, digital books and sports coverage to certified content providers.

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Organizers say the new agreement builds upon previous anti-piracy measures – like court ordered site blocking – designed to reduce online copyright infringement.

Sometimes people will search for something and they will end up unwittingly being taken to a pirated piece of content,” said Director General, Eddy Leviten at the Alliance for Intellectual Property.

What we want to ensure is that the results at the top of the search engines are the genuine ones.

While the code will not entirely wipe out pirating websites from search engines, it will demote such portals from appearing in search results and promote genuine distributors instead.

The Alliance for Intellectual Property is yet to reveal the code to the public, but the changes are expected to roll out by the summer.

Story via: TheNextWeb