Google, which has offered the “Features” service to business owners that will make their business more prominent and descriptive, has previously caused some controversy with the innovations it has added to this service. The company, which offers companies the option to add features such as ‘Black, Latin and Female’, today released another controversial feature.

Google’s New Feature for Business,”LGBTQ+ individual‘ feature. The new feature, currently only added to Google for US business owners, received reactions from both sides once it was shared by Google. Google’s Product Marketing and Inclusion Leader Mackenzie Thomas made the following statement about the position:

It aims to make it easier for customers to find LGBTQ+ sellers:

“We want to make it easier for others to find LGBTQ+ owned businesses in their communities. Starting today, US merchants with a verified business profile on Google will add an LGBTQ+ attribute to their profile to allow customers to use Search and Maps. can make it easier to find and support.†

Google’s new feature sparked controversy from day one

“You’ve made it so easy for hate groups to target these businesses. Thanks Google!”

“Wait… Choosing a business because the owners are LGBT or not, isn’t that… DISCRIMINATION.”

“Do you think people should make their own decisions and not shop where they want?”

“Of course everyone can shop wherever they want. Now we have one more function to decide for ourselves. Isn’t that nice?”

“What about normal people-owned businesses? Wait a minute. They’re the ones without a + sign. Thanks Google.”

“I don’t discriminate, I go to good companies regardless of who works or owns them.”

“What if I don’t discriminate at all and only use products I like?”

“Hahaha, I saw a homophobic man label his job outright LGBTQ+ friendly, don’t trust those labels”