What do rainbow-coloured hair extensions, Friedrich Nietzsche’s The Gay Science and Sex Addiction: A Survival Guide have in common? They have all allegedly been swept up in broad censorship measures by retail giant Amazon, according to a new report by The Citizen Lab, an interdisciplinary laboratory based at the University of Toronto.
The Citizen Lab, which studies openness and transparency on the internet, analysed the US storefront Amazon.com to uncover restrictions on certain products being ordered from specific regions. They found that the most common product category that is restricted is books, often with themes of LGBTQ+ lives, the occult, erotica, Christianity or health and wellness. These are censored in the UAE, Saudi Arabia and other Middle Eastern countries, as well as Brunei Darussalam, Papua New Guinea, Seychelles and Zambia.
But it isn’t just products actually banned in these countries that are restricted. The Citizen Lab uncovered a raft of “collateral censorship” where items were miscategorised (for example, because they contained the word “gay” in their title or description), hence the banning of rainbow-coloured hair extensions due to the word “rainbow”.
When potential consumers from these regions try to purchase various products from Amazon.com, they are given various error messages, such as an announcement that a product is out of stock. But, according to The Citizen Lab’s methodology, these items are not out of stock. The organisation’s research can distinguish between products being genuinely unavailable for delivery in a region, and being restricted.
Noura Al-Jizawi, senior researcher at The Citizen Lab and co-author of the report, told Index that this sheds light on a potential broader strategy around censorship.
“Rather than taking responsibility or openly acknowledging its role in restricting certain content, Amazon masks these decisions as stock or availability issues,” she said. “This tactic allows the company to evade accountability and makes it difficult for stakeholders — customers, authors and publishers — to challenge or appeal such practices.”
She claimed that this helps Amazon to maintain its reputation and avoid accusations of censorship, as restrictions are framed as logistical problems rather than deliberate decisions. But transparency, she explained, is crucial.
“If a book has been miscategorised or unfairly censored, users have the right to appeal such decisions,” she said. “Similarly, authors and publishers deserve the opportunity to request Amazon to reconsider its decision to restrict their work. Without transparency, these stakeholders are left in the dark, unable to understand or address the reasons behind such restrictions.”
Jeffrey Knockel, senior research associate at The Citizen Lab and another of the report’s co-authors, told Index that his organisation had previously identified censorship on the Saudi Arabia and UAE Amazon storefronts, and were trying to systematically measure which products were blocked when they realised that the same censorship existed on Amazon.com.
The Citizen Lab has written to Amazon to inquire about the pressure the conglomerate might be under from various governments. They have also made recommendations, including that Amazon should “provide transparent and accurate notifications to customers when products are unavailable due to legal restrictions of the destination region” along with details on the relevant law and a mechanism for customers to flag improperly classified items. At the time of publishing, Amazon has not replied to The Citizen Lab.
Yuri Guaiana, senior campaigns manager at All Out, a global movement campaigning for LGBTQ+ rights, spoke to Index in response to the report. He believes Amazon should implement The Citizen Lab’s recommendations as a first step, but should then go even further.
“As a global leader, Amazon has the power to influence norms. It should take a stand against oppressive laws that force censorship, actively working with human rights organisations to advocate for change in restrictive regions,” he said.
All Out has launched a petition demanding that Amazon stops censoring LGBTQ+ books. “For businesses like Amazon, complying with oppressive local demands may seem like a pragmatic choice, but it risks reinforcing systemic discrimination,” he said.
He echoes The Citizen Lab’s concerns around lack of transparency around censorship, which he says shields “both Amazon and oppressive governments from scrutiny”.
If there was better transparency, he explained, customers and human rights campaigners would be more equipped to push back against unjust restrictions and oppressive laws.
He also shared concerns about the issue of “collateral censorship”. “We’ve seen this pattern escalate in places like Russia,” he said. “After Putin’s regime implemented laws censoring so-called ‘LGBT+ propaganda’, enforcement spiralled beyond media and literature. People have been arrested for as little as wearing rainbow [earrings], showing how quickly such policies can expand into every facet of life,” he said.
Index approached Amazon for a right of reply but Amazon did not respond to Index's request for comment.
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