Google is making efforts to allay criticism over its YouTube video site by implementing new video identification that would help to find copyrighted content.

As in the past, the Mountain View, Calif. search company is framing its fight against copyrighted work on its site as going "above and beyond our legal responsibilities." Google itself will not use the application to identify videos: rather, the content owners need to use it themselves.

Through the tool, once videos are located, the content owner has several options. They can block, promote, or monetize their videos if they agree to license it to YouTube.

In the monetization option, YouTube shares a portion of ad revenues from the pages where the video appears with the content owner.

Google has launched a series of tools and policies to combat the problem of illicit videos on YouTube, including a strict repeat-offender policy which bans accounts of those who continually upload pirated material; taking 'hashes' of videos to prevent their re-upload; instituting a 10-minute limit on content; and an electronic notification and takedown tool for content owners.]

"We are committed to supporting new forms of original creativity, protecting fair use, and providing a seamless user experience??"all while we help rights owners easily manage their content," YouTube product manager David King said in a statement.