Study: Google searches reveal racial bias
Google has been accused of racism since a study revealed the search engine’s 25-percent likelihood that names associated with black people will bring up advertisements related to criminality.
She found that the names typically associated with black people were 25 percent more likely to bring up ads relating to background checks for arrests and criminal records. Names like Leroy, Kareem and Keisha would yield advertisements that read “Arrested?”, with a link to a website which could perform criminal record checks, BBC reports.
“It is up to individual advertisers to decide which keywords they want to choose to trigger their ads,” Google said.
The findings pose “questions as to whether Google’s advertising technology exposes racial bias in society and how ad and search technology can develop to assure racial fairness,” Professor Sweeney said in a blog post at DataPrivacyLab.org.
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