The "Scrubbing" Myth: What Can (and Cannot) Be Removed From the Internet
Executives often hear peers claim, “I had my information scrubbed from the internet.” It sounds like a digital clean slate, but the reality is more nuanced.
In the world of executive protection, "scrubbing" is partially true but frequently misunderstood. Success depends entirely on what the information is and where it lives. Understanding this distinction is the difference between a proactive risk strategy and an expensive exercise in futility.
1. The Great Divide: Removable vs. Permanent Content
Not all data is created equal. Online information generally falls into two buckets: administrative data (which we can control) and public record (which we cannot).
Category 1: Removable (PII) | Category 2: Permanent (Public Interest) |
Home addresses & phone numbers | News articles & investigative journalism |
Data broker profiles & "People Search" sites | Court filings & bankruptcy records |
Exposed family/relative details | Regulatory actions (SEC, FINRA, etc.) |
Outdated contact information | Activist commentary & negative opinions |
Why: Privacy laws & platform "Trust & Safety" policies. | Why: Free speech protections & public record laws. |
The Reality Check: No privacy service or technology provider can "delete" a Wall Street Journal article or a federal court filing. If a vendor promises they can, they are likely overpromising.
2. The Line in the Sand: When Content Becomes Removable
Even "permanent" content can be challenged if it crosses specific legal or ethical thresholds. These are the primary "takedown" pathways:
True Threats & Safety Risks: Content intended to incite violence or cause physical harm.
Statutory Violations: Cyberstalking, persistent harassment, or malicious doxxing.
Fraud & Impersonation: Fake social media profiles, phishing domains, or fraudulent reviews.
Copyright Infringement: Unauthorized use of proprietary images or videos (via DMCA).
Proven Defamation: False statements presented as fact. Note: This is slow, expensive, and usually requires a court order.
3. The Limits of Technology Providers
It is a common misconception that Google or Meta can simply "wipe" a site from existence. Here is what major players actually control:
Search Engines
Search engines like Google or Bing can de-index content (make it stop appearing in search results) in very limited circumstances, but they cannot remove the content from the source website.
Social Platforms
Platforms enforce their own community standards. They can ban users or remove posts, but they act at their own discretion—not necessarily because someone is offended.
Hosting Providers
The "landlords" of the internet will act on illegal activity (child safety, malware, etc.), but they rarely intervene in lawful disputes over opinions or journalism.
4. From "Erasure" to "Risk Mitigation"
Effective executive protection doesn’t aim for total digital invisibility—that’s impossible in 2026. Instead, the objective is Risk Control.
Reduce Exposure: Eliminate PII to prevent "low-effort" physical targeting.
Suppress Amplification: Use SEO strategies to ensure positive or neutral content outranks outdated or negative (but lawful) content.
Monitor Emergence: Track new mentions in real-time to respond before a narrative gains steam.
Manage Reputation: Proactively build a digital footprint that reflects current reality rather than letting a 10-year-old blog post define you.
The Bottom Line
You can reduce your digital exposure and limit targeting vectors, but you cannot erase lawful public history. Executives who understand this distinction make better decisions, avoid the "Streisand Effect" (unintentionally amplifying a story by fighting it), and deploy protection strategies that actually work.
Disclaimer: This brief is for informational purposes and does not constitute legal advice. Consult with legal counsel for specific reputational or safety matters.