The privacy watchdog today rejected complaints against Google's Street View service.

It says the service, which has taken millions of pictures of British streets, is no more damaging than Match of the Day, which features faces of football fans.

The Information Commissioner also confirmed the service, which allows users to scroll around a montage of street-level photographs of Britain, does not breach the Data Protection Act.

“As a regulator we take a pragmatic and common-sense approach,” said David Evans, senior data protection practice manager at the Information Commissioner's office.

“Any images of people's faces or number plates should be blurred.

“We emphasised the importance of this to protect people's privacy and limit intrusion. Google must respond quickly to deletion requests and complaints, as it is doing at the moment. We will be watching closely to make sure this continues to be achieved in practice.”

Dozens of images were removed from the UK roll-out of Street View within days of the service going live, including several showing drunken behaviour in central London.

Privacy campaigners, led by Privacy International, had complained that the Google service broke the law because it did not ask people's permission for taking their picture. However, today the ICO threw out their complaint, one of 74 it is believed to be investigating.

“Watch the TV news any day this week and you will see people walking past reporters in the street,” said Mr Evans. “Some football fans' faces will be captured on Match of the Day and local news programmes this weekend — without their consent, but perfectly legally.

“Google Street View does not contravene the Data Protection Act and, in any case, it is not in the public interest to turn the digital clock back.

“In a world where many people tweet, facebook and blog it is important to take a common-sense approach towards Street View and the relatively limited privacy intrusion it may cause.”

One village prevented Google from taking photos of its streets. Residents of Broughton in Buckinghamshire blocked a Google Street View photo car when it tried to enter. Police were called after residents staged the protest, accusing Google of invading their privacy and “facilitating crime”.

Google said it was pleased with the Commissioner's decision. A spokeswoman said: “We took care to build privacy considerations into Street View and have engaged with the ICO throughout the development process.

“Millions of British people have benefited from Street View, whether to get driving directions or explore a tourist destination. We recognise that a small minority of people may not wish their house to be included which is why we have created easy to use removal tools.”

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