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| Google searches expose racial bias, says study of names | Google searches expose racial bias, says study of names |
| (1 day later) | |
| A study of Google searches has found "significant discrimination" in advert results depending on the perceived race of names searched for. | A study of Google searches has found "significant discrimination" in advert results depending on the perceived race of names searched for. |
| Harvard professor Latanya Sweeney said names typically associated with black people were more likely to produce ads related to criminal activity. | Harvard professor Latanya Sweeney said names typically associated with black people were more likely to produce ads related to criminal activity. |
| In her paper, Prof Sweeney suggested that Google searches may expose "racial bias in society". | In her paper, Prof Sweeney suggested that Google searches may expose "racial bias in society". |
| Google has said it "does not conduct any racial profiling". | Google has said it "does not conduct any racial profiling". |
| In a statement to the BBC, the company said: "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." | In a statement to the BBC, the company said: "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." |
| When placing ads with Google, companies are able to specify which keywords they would like to target. | When placing ads with Google, companies are able to specify which keywords they would like to target. |
| "It is up to individual advertisers to decide which keywords they want to choose to trigger their ads," the search giant said. | "It is up to individual advertisers to decide which keywords they want to choose to trigger their ads," the search giant said. |
| Arrested? | Arrested? |
| The study analysed the type of advertisements that appeared on Google when certain names were searched for. | The study analysed the type of advertisements that appeared on Google when certain names were searched for. |
| It looked at Google.com's core search engine, as well as the search function of Reuters.com - which also displays Google's advertising. | It looked at Google.com's core search engine, as well as the search function of Reuters.com - which also displays Google's advertising. |
| Prof Sweeney's investigation suggests that names linked with black people - as defined by a previous study into racial discrimination in the workplace - were 25% more likely to have results that prompted the searcher to click on a link to search criminal record history. | Prof Sweeney's investigation suggests that names linked with black people - as defined by a previous study into racial discrimination in the workplace - were 25% more likely to have results that prompted the searcher to click on a link to search criminal record history. |
| She found that names like Leroy, Kareem and Keisha would yield advertisements that read "Arrested?", with a link to a website which could perform criminal record checks. | She found that names like Leroy, Kareem and Keisha would yield advertisements that read "Arrested?", with a link to a website which could perform criminal record checks. |
| Searches for names such as Brad, Luke and Katie would not - instead more likely to offer websites that can provide general contact details. | Searches for names such as Brad, Luke and Katie would not - instead more likely to offer websites that can provide general contact details. |
| "There is discrimination in the delivery of these ads," concluded Prof Sweeney, adding that there was a less than 1% chance that the findings could be based on chance. | "There is discrimination in the delivery of these ads," concluded Prof Sweeney, adding that there was a less than 1% chance that the findings could be based on chance. |
| "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." | "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." |
| User habits | User habits |
| However, she was reluctant to pinpoint a cause for the discrepancies, saying that to do so required "further information about the inner workings of Google AdSense". | However, she was reluctant to pinpoint a cause for the discrepancies, saying that to do so required "further information about the inner workings of Google AdSense". |
| She noted that one possible cause may be Google's "smart" algorithms - technology which automatically adapts advertising placement based on mass-user habits. | She noted that one possible cause may be Google's "smart" algorithms - technology which automatically adapts advertising placement based on mass-user habits. |
| In other words, it may be that the search engines are reflecting society's own prejudices - as the advertising results Google serves up are often based on the most popular links previous users have clicked on. | |
| "Over time, as people tend to click one version of ad text over others, the weights change," Prof Sweeney explained. | "Over time, as people tend to click one version of ad text over others, the weights change," Prof Sweeney explained. |
| "So the ad text getting the most clicks eventually displays more frequently." | "So the ad text getting the most clicks eventually displays more frequently." |
| She argued that technology should be used to counteract this effect. | She argued that technology should be used to counteract this effect. |
| "In the broader picture, technology can do more to thwart discriminatory effects and harmonise with societal norms. | "In the broader picture, technology can do more to thwart discriminatory effects and harmonise with societal norms. |
| "Ads responding to name searches appear in a specific information context and technology controls that context." | "Ads responding to name searches appear in a specific information context and technology controls that context." |