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Google is starting to accept requests from Europeans who want to erase unflattering information from the results produced by the world’s dominant search engine. The demands can be submitted on a Web page that Google opened late Thursday.

AMSTERDAM -- As Google bowed to a European court ruling to consider users’ claims to remove embarrassing search results, the company took the first step toward preventing any more such punishing decisions -- acknowledging it has an image problem in Europe.

The company was stunned in May when a court said it would have to accept Europeans’ "right to be forgotten" online and field their requests to delete links to personal information in search results. It opened the doors to such applications on Friday, and took the opportunity to offer a new, humbler message to European authorities.

"I wish we’d been more involved in a real debate in Europe," Google CEO Larry Page said in remarks published by the Financial Times on Friday. "That’s one of the things we’ve taken from this, that we’re starting the process of really going and talking to people."

Some would say Page’s realization comes not a moment too soon.

The company, which since its early days has put a premium on keeping a positive image, has taken a beating in Europe in recent months. Its public relations machine seemed to run completely off the rails in May, when the European Court of Justice enshrined the ‘right to be forgotten’ -- a concept Google had said amounted to censorship and which it had fought to undermine.

Criticism of Google’s dominance in search --it enjoys a 90 percent market share in Europe -- reached a fever pitch this year, with competing search engines and major publishers attacking the company, and even consumer rights groups piling on.

Politicians, perhaps smelling a shift in public attitude, began openly using the company as a punching bag. Shortly before European elections, German economic affairs minister Sigmar Gabriel criticized the company for its tax avoidance, privacy policies, and dominance, and suggested it might need to be broken up.

And in a development that should deeply concern a company whose motto is "Don’t Be Evil," some European online freedoms groups are now identifying it as public enemy No. 1.

That has boosted the case for the European Commission, the EU’s executive, to demand Google change the way it displays its search results to allow for greater competition. If the two can’t reach a compromise deal, Google could face fines worth billions of dollars, as Microsoft did in the 2000s.

Anti-Google sentiment used to be an "edge phenomenon," said Hans de Zwart of Bits of Freedom, a Dutch digital rights group. "Now it’s slowly moving toward the core," he said. "More and more people are feeling this."

Reasons for the company’s fall from favor include products such as Google Glass that raise privacy concerns, as well as ripple effects from recent revelations about U.S. government spy programs.

Zwart said that fairly or not, Google has become directly linked to the National Security Agency in many Europeans’ minds.

"Now we have a very clear argument for why it is a bad idea to store data in a centralized fashion with an American company," Zwart said.