Microsoft acts on racially insensitive applications

Microsoft has come out strongly against applications on its store, called Microsofts app store, with a new rule aimed at censuring racially prejudiced material.

The American multinational corporation has in the past put stringent rules on apps that border adult-like content. The new anti-racial rule will add on to make its app store worldwide friendly.

“Specifically, we will be paying more attention to the icons, titles, and content of these apps and expect them to be more subtle and modest in the imagery and terms used,” said Todd Brix, the senior director for Windows Marketplace.

Microsoft said it is committed to offering a diverse selection of safe and quality apps that appeal to a wide range of customer interests that some customers view as entertainment while others may consider inappropriate.

“This is a challenge for any big retailer, whether they operate online or down the street. It is about presenting the right content to the right customer and ensuring that apps meet our standards,” Brix added.

In January, an app hosted on Microsofts app store aimed to help users avoid bad neighbourhoods sparked worldwide protests with several quarters, including the US neighbourhoods majorly made up of the African-Americans and Hispanics, terming it a racist.

Microsoft’s new turnaround is seen as a way to cool down the temperatures after the “avoid the ghetto” app (not its official name) was published.

The move by Microsoft will see their apps be accepted in different parts of the world including in Africa where the penetration of smartphones is increasing by the day. African app store such as AfriApps gives the continent an alternative to more localized apps.

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