Don't be evil
"Don't be evil" is an unofficial slogan that Google employees must adhere to.
Collecting information and offering it in a useful way has a central role in business. With data collection also comes great responsibility (think privacy). Google therefore has a policy that its products and services should not only be useful to users, but in addition should not be "evil.
Among other things, the motto should ensure objectivity and prevent conflict between the interests of Google and its users and advertisers.
Critique
Critics say the term "evil" is too vague and the slogan would unfairly suggest that Google operates with more integrity than competitors.
Many decisions that result from the slogan "don't be evil," such as the strict separation of organic and sponsored search results, are, by the way, laid down by law and thus not in fact a voluntary choice by Google.
