Image searching on Google has been updated.

The company has changed the way users can search through Google Images, introducing new technology to analyse images and suggest similar pictures.

Google has stressed that the new system does not use facial recognition technology – instead it analyses colour, lines and texture.

It added that the results and information would be treated with the same anonymity as text search.

The new feature lets people upload, drag, drop, or paste a web link into the search bar. Google then runs the image through its extensive database to find matches, along with image location and ownership details.

The change could affect internet marketing, by making it easier for companies to link to brands, logos and products.

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