Google Autocomplete Misogyny Serves as the Focal Point for These Powerful Ads

    October 18, 2013
    Josh Wolford

Google autocomplete, for all its various detractors, is simply a reflection of the people. Google’s not picking what it suggests to you when you start typing a query – you are. Well, maybe not you entirely. Google’s autocomplete suggestions are based on a complex algorithm that take into account the popularity of specific search terms, your own personal search history, and more. Basically, if you see some odd or downright repulsing suggestions in Google autocomplete, it’s because humanity sucks.

UN Women, the United Nations organization dedicated to gender equality and the empowerment of women, has created some incredible new ads using Google autocomplete as the backdrop.

Have you ever typed in “women cannot” or “women shouldn’t” into Google and looked at what comes up? Obviously it’s going to be different for each person depending on where they are in the world – but for the most part the suggestions are full of misogyny. Seriously. Try it.


To UN Women, these autocomplete suggestions show that there’s still a lot of work to do when it comes to promoting gender equality. Check out the ads:

If you were wondering, here’s what men should do:

Images via UN Women, AdWeek