  As noted above, it is important to distinguish between epistemic trust and ethical trust, both of which are essential for trusting SECs. Whereas concerns regarding the former sense of trust overlap with issues affecting an SEC’s reliability, as well as with the accuracy of information contained on the Web sites it indexes and links to, ethical trust in the case of SECs can overlap with questions/concerns pertaining to a search organization’s user policies and whether those policies are open, fair, and trustworthy. Recognizing and complying with the requirements of both aspects of trust is crucial for an SEC like Google to realize a key objective stated in its code of conduct—viz., to “increase” and “continually earn…trust” with its users (The Google Code of Conduct, 2018).