I don't understand how regulation could even work. Companies such as google are increasingly using machine learning. So even to the company the results seem to be coming out of a black box, and they don't really know why. This can lead to bad results such as black people being labeled as gorillas[1]. But on average some sort of metric is being optimized.

[1] http://www.usatoday.com/story/tech/2015/07/01/google-apologi...