The right to be forgotten has been institutionalized in the legal space of Europe and continues to cause debate both due to the high level of competition of this right with other rights and legitimate interests of various individuals, and due to the “transatlantic split” regarding the place of this right in the EU legal system and the US legal system. The article examines important aspects of the institutionalization and realization of the right to be forgotten, in particular: the search for the origins of its “conflict”; substantiation of search engine operators (and not site owners) as data controllers to whom applicants should contact; determination of the appeal procedure and actions of the controller; settlement of territorial jurisdiction of such disputes; determination of grounds for correction, erasure or blocking of information, etc.