A study focusing on the result of Google searches has revealed "significant discrimination" in results that relate to the perceived race of names searched for. The research was conducted by Harvard University Professor Latanya Sweeney, who observed that names typically associated with black people were more likely to produce ads relating to criminal activity.
Details of this alleged discrimination are outlined in Professor Sweeney's contentious paper, which claims to have exposed a racial bias in search terms. The study considered the type of advertisements that appeared on the search engine when certain names were put into Google. Professor Sweeney explained that she focused her work on Google.com's core search engine and the search function of Reuters.com, which also displays Google advertising.
Alarmingly, the report found that names commonly associated with black people were 25 per cent more likely to produce results that lead the searcher to click on a link to search criminal record history. Names like Leroy and Kareem, for example, lead to ads that read "Arrested?" By contrast, names such as Brad and Luke were more likely to offer websites that can provide general contact details.
Reflecting on the research, Professor Sweeney said that there is discrimination in the delivery of these ads. "Alongside news stories about high school athletes and children can be ads bearing the child's name and suggesting arrest. This seems concerning on many levels," she added.
Despite this contention, Professor Sweeney was loathed to pin the blame for this trend on one party in particular. In order to make a well informed judgement in this area, she claimed that "further information about the inner workings of Google AdSense" is needed.
Google, meanwhile, has been quick to distance itself from claims that it was conscious of this discrimination. "We also have an 'anti' and violence policy which states that we will not allow ads that advocate against an organisation, person or group of people," the company said. It is up to individual advertisers to decide which keywords they want to choose to trigger their ads."
