Google is banning offensive ads from its search engine as part of an effort to reduce racial discrimination in search results.
Google announced the changes Monday.
“Google has a long history of making changes to our search results to improve user experience and content, and we expect this change to help Google make more personalized search experiences,” Google said in a blog post.
Google will also be removing certain kinds of racial slurs from its ad service and from its Search results, as well as removing the term “black.”
The search giant has long been accused of using racial slurs to target minority users.
“We’ve long made it clear that we don’t want ads that promote discrimination, hatred, or violence, and will no longer accept ads that include those types of keywords,” the company said in its blog post Monday.
Google previously made headlines for blocking ads that used racist terms in 2015.
In 2016, Google blocked ads that referenced the word “nigger,” and in 2017, it banned ads that said “n—–s suck,” as well.
The company also banned offensive ads based on a person’s race, gender, religion, disability or sexual orientation.
The latest changes follow Google’s announcement last year that it would stop using Google Search to promote its YouTube video service.
Google has also been facing a backlash over its decision to pull its search results from sites that violate the company’s terms of service.