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MONDAY, NOVEMBER 23, 2009
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Google Ads Backfire on Social Site in Brazil

Ads placed near offensive material set off controversy

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(Newser) – Google's attempts to capitalize on its Orkut social networking site in Brazil blew up when ads began appearing next to child pornography and racist screeds, causing a round of controversy and a lawsuit for the online giant. Google immediately yanked the ads, reports the Wall Street Journal,  but now wrestles with how to control content that can be posted by anyone.

Other networking sites have reached compromises, such as MySpace's commitment to review each of 8 million photos uploaded daily. But as Google tries to ensure that clients' ads aren't placed near anything distasteful, many advertisers have concluded that networking sites aren't necessarily a safe return on investment. "Orkut is a Pandora's box," says a Brazilian ad exec.

Orkut, Google's wildly popular social networking site, has embroiled it in some legal trouble in Brazil after advertisements were accidentally placed next child pornography and racist rants.
Orkut, Google's wildly popular social networking site, has embroiled it in some legal trouble in Brazil after advertisements were accidentally placed next child pornography and racist rants.   ((c) qthrul)
The exterior of Google headquarters in Mountain View, Calif. is seen Tuesday, Oct. 16, 2007. (AP Photo/Paul Sakuma)
The exterior of Google headquarters in Mountain View, Calif. is seen Tuesday, Oct. 16, 2007. (AP Photo/Paul Sakuma)   (Associated Press)
Orkut, Google's wildly popular social networking site, has embroiled it in some legal trouble in Brazil after advertisements were accidentally placed next child pornography and racist rants.
Orkut, Google's wildly popular social networking site, has embroiled it in some legal trouble in Brazil after advertisements were accidentally placed next child pornography and racist rants.   ((c) .dan)
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