Morality in Media is applauding the decision by Google to step up their efforts aimed at blocking links to child sexual abuse material.
"We are thrilled to hear that Google is making an effort to block this disgusting material that exploits children," MIM Executive Director Dawn Hawkins said in a statement. "We urge companies to take the next step and make pornography available only on an opt-in basis to protect children and families from unwanted and degrading material."
In order to facilitate these changes, Google worked in conjunction with various law enforcement agencies.
Google's Executive Chairman Eric Schmidt stated that it is important to protect vulnerable children from viewing such content and pledged to do everything in his power to do so.
"While society will never wholly eliminate such depravity, we should do everything in our power to protect children from harm," Schmidt said in a statement.
MIM has also asked supporters to sign a petition for entertainment companies to make pornography an opt-in-only service.
While the distribution of child pornography is already illegal in the U.S., Hawkins insisted efforts need to be continuously made in order to stamp out child abuse and child sex trafficking. He added that internet as well as entertainment companies can play a pivotal role in aiding in this effort.
The effort to eliminate child pornography is also spreading to the U.K. British Prime Minister David Cameron previously introduced plans to crack down on online pornography by urging the Church of England and other entities to consider pulling its support of Google to pressure it to block child pornography.
Claire Perry, a legislator and David Cameron's adviser on childhood, has urged the Anglican Church, whose pension fund has $8.7 million stake in Google, to "put their money where their mouth is."
"It is quite clear that many companies, in particular British Internet Service Providers are finally now taking a really responsible approach to this. They are seeing that we want a level of social responsibility," The Telegraph quoted Perry as saying.
"There are others out there who have not got that attitude. The Prime Minister was saying Google have a responsibility, they are effectively helping people for which there can be no case made," Perry added.