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Place it under the jurisdiction of existing public speech requirements of a company selling communication - advertising.
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Agreed it could be prevented - don’t think Google should pay for it though. Tragic but not suit worthy.
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If I tell you to kill yourself and you go through with it, will I get into legal trouble or not?
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There are definitely jurisdictions in the US (perhaps most or all of them) that have laws which say yes, inciting suicide is a crime.
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Why not?

Unless someone starts getting slapped with fines, they won't put any equivalent of seat belts in.

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We can perhaps say this is a first time thing, so give a small fine this time. However those should be with the promise that if there is a next time the fine will be much bigger until Google stops doing this.
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