Willem van Lynden has worked on online reputation for more than fifteen years. He founded MediaMaze, an Amsterdam agency that helps companies and individuals correct inaccurate, incomplete or damaging information in search results, in the media and in the answers AI assistants give. His team files removal requests with Google every week, escalates to the Dutch data protection authority where needed, and litigates when a platform refuses. That work has been covered by The Guardian, NRC, Trouw, AD and RTL Nieuws, including the landmark Dutch right to be forgotten ruling that forced Google to remove search results about a disciplined surgeon. In 2025 he launched Reptor, a monitoring platform that tracks what news media, social platforms, broadcast and AI assistants say about a brand or a p...