Snapchat is facing backlash over a new filter that turns anyone into Jamaican singer Bob Marley. The filter appears to be timed to coincide with April 20, a special day for cannabis enthusiasts.
The main issue people are taking with the filter is that it makes anyone's skin color black, which some are calling "digital blackface."
"The lens we launched today was created in partnership with the Bob Marley Estate, and gives people a new way to share their appreciation for Bob Marley and his music," a Snapchat spokesperson told Tech Insider. "Millions of Snapchatters have enjoyed Bob Marley's music, and we respect his life and achievements."
Snapchat has released selfie filters, which the company calls lenses, that impersonate famous people in the past. The filters have also served as advertisements for companies like Comedy Central and Gatorade.
This is the first time Snapchat has received such an overwhelmingly negative reaction to a filter.
"Bob Marley was a pro-black messenger, voice for the poor & disadvantaged, a prolific political figure and @Snapchat reduced him to a stoner," one person tweeted.
Other Snapchat users took screenshots of the filter and shared them in disapproval Wednesday morning:
—Alp Ozcelik (@alplicable) April 20, 2016
—Ant Meads (@austerityrecs) April 20, 2016
—Brian Ries (@moneyries) April 20, 2016
—Jeremiah Gibson (@TheGibbles) April 20, 2016
—Elijah (@Eli1ah) April 20, 2016
—Asma ~ أسماء (@asooma) April 20, 2016
Here's a video of Kylie Jenner reacting to the filter on her face with, "YAAAAS bitch YAAASS:"
Fortune digital editor Daniel Bentley pointed out that the Facebook-owned app MSQRD has had a similar filter for months:
—Daniel Bentley (@DJBentley) April 20, 2016
