Google’s paid advertisement division, AdWords, says it misspoke after facing harsh online criticism for designating the terms “plus size” and “curvy” as “negative physical attributes.” The incident recently made headlines after an advertiser was sent a message after trying to upload marketing messages using the terms.
The company has since updated the wording of its disapproval policy, but did it go far enough?
WordStream’s attempt to use keywords “plus size” and “curvy” in an ad on behalf of an unspecified fashion client were met with a disapproval notice, part of which read:
Gmail Ads—Body type and personality targeting: Given the unique nature of Gmail ads and how users interact with these ads, we’ve developed an additional layer of policy requirements specific to Gmail ads. At this time, Gmail Advertising policy does not permit promotion of products and services that targets individuals with negative physical attributes such plus size, curvy. To run your ads, please remove any content related to body type and personality targeting from your ad or site.