Google searches for names typically associated with Black individuals are more likely to generate ads suggesting criminal records compared to searches for names typically associated with white individuals, according to a prominent researcher.

A 2013 study by Harvard University's Latanya Sweeney found that “black-sounding names” were significantly more likely to produce ads that suggested an “arrest” might have taken place regardless of whether the company had an arrest record associated with the name.

In one instance, Sweeney’s colleague, Adam Tanner, went online to search for a previous paper she had written. Alongside the search results was an ad for public records search website instantcheckmate.com. It said, “Latanya Sweeney. Arrested?” 

The ads were delivered by Google's AdWords system, which determines which advertisements appear based on keywords, advertiser bids and user behaviour.

It is unclear whether the results are due to Google's system, the people and organisations buying online advertising, or racism in society as a whole.