Google forced into U-turn over its 360 degree Street View

The Internet giant Google has been forced to remove dozens of images from Street View, its controversial mapping service, after complaints from users who felt it breached their privacy.

After launching in Britain on Thursday the service, which gives 360-degree three-dimensional views of 25 of Britain's biggest cities, immediately drew criticism from people objecting to invasions of privacy and offensive imagery.

Among the images pulled within the first 24 hours – even though faces were blurred – are a man vomiting on the pavement in Shoreditch High Street, east London, another man in shorts and T-shirt entering a sex shop in Soho, and a man being arrested behind a security cordon in Camden, north London.

A spokesman for Google, which has already launched the service in parts of America, the Netherlands, France, Spain, Italy, Australia, New Zealand and Japan, could not confirm how many images had been removed.

"When we launched the service, we explained how importantly we take the service and explained how easy it is to remove pictures. We have received a few removals in the past 24 hours but less than expected," he said. "The tools are there for users to remove pictures they are not happy with. We are pleased the tools we developed are working well."

Offending images have been replaced with a partial blackout and the words: "This image is no longer available".

Google promised to blur the faces of people and the number plates of cars on the Street View service. But The Independent was able to identify some faces and number plates using the service.

A spokesman for the Information Commissioner's Office (ICO) said it would investigate any complaints. "The ICO is satisfied Google is putting in place adequate safeguards to minimise risk to the privacy or safety of individuals," he said. "Individuals who raised concerns with Google and do not think they have received a satisfactory response can raise that concern with the ICO."

Every image in Google Street View contains a link allowing users to "report a concern", and invites viewers to fill out a form explaining why a particular image is unacceptable. Google said that it aimed to resolve disputes about offensive images "very, very quickly".

Cars mounted with rooftop, 360-degree cameras patrolled 22,369 miles of British streets for over a year to collect the images needed.

Hugely popular with users in countries where it has been available for some time, the delay in introducing the service to Britain was caused by muggy English weather. Persistently cloudy and overcast conditions had hampered the efforts of teams scouring the country for pictures. Estate agents and tourism officials are among those who are expected to use it to their advantage.

In a landmark case in America, a couple tried to sue Google for invasion of privacy. Aaron and Christine Boring, from Pennsylvania, accused Google of privacy violation, negligence, unjust enrichment and trespassing for showing their home. Seeking more than $25,000 (£17,100) in damages, their claim was dismissed by a judge.

Privacy campaigners have insisted they will fight the technology. "These images are being captured without people's permission for commercial use, and we believe that is not legally acceptable," said Simon Davies, director of Privacy International.