'Google, Facebook and other internet giants would disclose the algorithms they use to return search results under new legislation proposed by US law makers.
The bipartisan Filter Bubble Transparency Act also would require the online companies to offer users an unfiltered search option that delivers results without any algorithmic tinkering.
Senator John Thune, a Republican from North Dakota, filed the bill on Friday. The legislation was co-sponsored by Republican senators Jerry Moran of Kansas and Marsha blackburn of Tennessee, as well as Democrats Richard Blumenthal of Connecticut and Mark Warner of Virginia.
Thune says the legislation is needed because 'people are increasingly impatient with the lack of transparency,' on the internet, reports the Wall Street Journal.
If passed, the proposed law would offer people more choices on how they receive their search results, without imposing regulations that could be legally challenged by the companies.
'It's a way of giving consumers more control, consistent with the light touch approach I believe in,' he told the Journal.
Internet companies such as Alphabet, which owns Google, and Facebook rely on algorithms - a highly-specific set of instructions to computers - that track people's behavior and location to determine what content to share on searches.
The tech firms say this approach better-tailor's online search results.
However, conservative critics have complained that tech companies are using algorithms to exclude certain point of view and are engaged in online political censorship.
Republican senators Ted Cruz of Texas and Josh Hawley of Missouri in July asked federal regulators to investigate the companies for alleged bias against conservatives through the use of algorithms. '
Read more: Bipartisan law targets Google and its rivals to end 'secret' online search algorithms that critics say censor political speech and manipulate users
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29 January 2020
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