I have read on some online and offline newspapers some critics against Google in Sweden. WHAT was the Reason behind having the word HOROR on a dating site sponsored link ?

Google had some sponsored links AdWords or what is called in swedish Sponsrade Länkar for their client in Dating sector: sites are Meetic.se and Motesplatsen.se.

Whenever Internet users were searching for the word “horor” (Horror in english), two dating sites appeared on the right or top side of Google.se

Google Sverige presschef appraised the answer with apologizes to the concerned swedish market and the 2 dating sites meetic.se and motesplatsen.se

In My opinion, it can be a human editing and/or robot error for this reason:

There was a popular sex horor forum in sweden that still positioned number one in Google.se when you search for “horor”. This site contained these words Porr, horor och feminister and was or used to be on adsense program or had a popular search term as its name horor.
So Google robot picked up a popular search term related to a sex forum and placed it as Title sponsored links for their respective cliens. This process was automated.

http://forum.onecenter.com/sverigesex/

You can Check the Web Archives WayBack Machine and read what this site had as content.
Try this Old Page
Or This one

More about this Google Mistake can be found here IDG.se

Google-sökning på “horor” ger länkar till dejtingsajter Dejtingsajten Meetic.se – som bland annat sponsrat TV4s Förkväll – har köpt sökordet “horor” på Google.
DagensMedia