In 2008, one of my students in a global feminisms course I was teaching brought in a Google Ad for dating Indian women that kept popping up on her yahoo mail account. She pointed out how the ad capitalized on a generic image of Indian exoticism both in its images and text. She encouraged the class to consider what type of email they used outside of the university provided one because free email was being paid for through marginalization of women of color.
Bindi Girl Exhibit – Prema Murthy
(amazing feminist critique of exotic erotic images of Indian women)
We had just finished watching two separate documentaries on child sex workers in India at the time and one of the students asked if there was anyway to know whether or not the advertised “dating site” was involved in trafficking. My answer was to send them back to Google to do research. I told them to ask Google:
- how it screens its ads
- if there are any ethical standards related to safety (ie child safety, anti-trafficking, etc.)
- general questions about race and gender in its ads
The responses they received were fairly expected. Google does not screen its ads for trafficking nor check the background of the companies that place ads through Google. Their argument is that the volume of ads placed with them is too high to do the kind of individual human rights work implied by such a check. They also do not choose the ads you receive on your pages, so there is no standard form they could use to determine who sees what, ie boycotting yahoo would not stop those ad from showing up on other sites nor would everyone who used yahoo see those ads. Instead, Google uses a cookie system to track your internet usage that generates ads based on your supposed preferences. Since the program is based on a heterosexual white male model, that means if you spend a lot of time on sites about women, you are likely to receive dieting, shopping, and dating ads or if you spend a lot of time on sites about India or women of color in general, you will receive dating ads specializing in hooking men up with women of color. The assumption in both cases is that you are either a man, needing a heterosexual dating services, or a heterosexual woman needing a man, and therefore needing to meet beauty myth standards. To cover its basis it sends both kinds of pop ups to you. As implied, these ads not only represent gender bias by centering both male needs and female insecurity but also implicate you in heterosexism and potentially racism, since the ads seldom include sites that are queer inclusive nor those that fail to peddle in exoticism assuming a white male audience looking for the “dark mysteries” of the “exotic erotic”.
Besides the invasion of privacy aspects, this makes Google seem fairly benign. Google does not make the ads nor determine who receives them based on any disregard for your politics or rights. However, the answer also reveals two key issue: (1) Google is primarily a search engine with both human and program-based web crawlers and (2) Google plants cookies to track usage. So why is checking basic information on the people who place ads too difficult a task? It seems that while people are not likely to be forthcoming about using the internet to traffic women, Google’s own search engines should be able to reasonably flag connections to known traffickers and subsequently deny advertising space. Given the volume of ads, it could not guarantee 100% success but it could be a step in the right direction.
The second set of questions has to do with general standards and modeling. There are a number of products whose dubious connection to human rights could easily be excluded from Google ads. While this leads to questions about market based freedoms and potentially freedom of expression that I think are equally important, exclusions have long been a part of advertising strategies for certain markets. A less sticky option, would be for Google to modify the programs that select ads to stop assuming a heterosexual white male norm. Thus when cookies reported you spent considerable time on pages related to women of color, it would trigger a subset of programs that would cross-reference that usage for things like “feminism”, “social justice”, etc. in the same way that it checks larger categories like “women”, “health”, “education”, etc. So that feminists and feminist web sites were not being supported by demeaning or potentially anti-woman advertising. By anti-woman advertising I mean, for example, ads that show large women as disgusting and then try to sell you dieting pills that we all know will likely be recalled the following year for causing all kinds of health problems and even death in users, or more benign ads that focus on a sexualizing gaze at various women’s bums in order to sell you shoes. Imagine these ads popping up on body positive websites.
Take for instance, this blog. I recently discovered that there are similar ads to the one my student brought into class on my blog! These ads show up on pages about women’s sexual freedom and global feminisms. At least one shows up on a post about rape as a war crime. So on the one hand, my text is discussing women’s rights, equality, and to respect women as subjects and on the other advertising is telling you to participate in international heterosexist digital dating which may or may not be implicated in larger trafficking issues. A simple modification to Google’s programming could prevent such things from happening. However, I suspect that these types of ads generate more revenue than an ad for Make/Shift would. (There are also ads for skin lightening cream and hair straightening gel on posts about black women and beauty …)
The discovery of these ads and their offensive and contradictory placement on certain blog posts on this blog brings me back to the larger question about the meaning of “free” raised by my student. I regularly ask my students to think about “free” and “freedom” in my classes. I teach unit on reproductive justice where I point out how reproductive freedoms in the Western world were/are based on reproductive injustices to women of color, incarcerated women, and women in purposefully underdeveloped nations. The speculum itself comes from a myriad of abuses perpetrated against the bodies of enslaved black women and girls. Many advances in certain medical procedures and medications for birth control have been gained through practice or testing on marginalized women with varying forms of questionable consent. My goal in this lesson is to move them past the discourse of reproductive “freedom” to a global sense of reproductive justice in which one woman’s freedom is not bought on the backs of another’s oppression. Yet, it never occurred to me to ask who pays for my free email account? Who pays for my free blog? Isn’t my free lunch free?
For those of you who do not know, unlike other blogs, wordpress places Google ads on free blogs without the knowledge or consent of the blog owners. They recently let this practice be known because of questions raised by bloggers. WordPress claims that these ads offset the cost of providing free services to its 300,000+free blog users. WordPress and Google share the profit from these ads, bloggers receive none. You can opt out of this system by paying $120/year for your blog. Even if you are not as concerned about issues of oppression as I am, umm skin bleaching cream on a black is beautiful post had better upset you, basic math should point out that bloggers are getting worked in this system. If each time an ad pops up Google and WordPress split $1.50 even if each blog only had one visitor a day, that means they are splitting a revenue of $450,000/dy based on our collective labor while we get $120/yr in the form of a “free” site.
So it seems whether you are concerned about women’s and human rights or the market, there is a major problem here with how Google Ads work and for whom they work. Discovering these offensively placed ads on my site has not only made me have to take a good look at my own decision-making but also at the sustainability of this blog.
Ultimately, there was no real resolution to my student’s question nor the research projects and activism that it inspired amongst my students that year. Google is ubiquitous on the internet and so it seemed incredibly daunting to try and fight them collectively. Instead, we engaged in individual choice making in the hopes of making larger change. One of those choices, is that I pass out a handout on how to make complaints about Google Ads. While the most effective way to complain requires a google account and a complicated process for locating the actual complaint area on the page, you can also send a generic complaint via this link. If you see an offensive or offensively placed ad on my blog, please complain about it to Google.
Maintaining this blog, on this site, is a choice and it is a choice that is becoming more antithetical to my support of decolonized feminism every day. If you have suggestions of other blog sites that you are using and happy with, please let me know.
- The Internet’s Role in Human Trafficking (humantrafficking.change.org)
- Craiglist is hub for child prostitution, allege trafficked women (guardian.co.uk)
- Russian Woman says Online Dating Service Led to Trafficking (Courthouse News Service)