Snapchat Apologizes, Removes Juneteenth Filter That Showed Slavery Chains Breaking After Users Smile

Popular social media app Snapchat has apologized for what many deemed an offensive filter intended to celebrate Juneteenth. June 19, also known as Juneteenth, Freedom Day, or Black Independence Day, is the day that enslaved African-Americans were made aware of their freedom in America as a result of the Emancipation Proclamation that was originally written in 1863.

This past Friday marked the 155th anniversary of Juneteenth and in an attempt to join African-Americans commemorating the historic event, Snapchat added a filter to its library with the presumed intention to show freedom from bondage.  The filter Snapchat released had the backdrop of the Pan-African flag and requested that users smile in order to break the chains that were visible in the filter lens. Many users were outraged and shared their confusion and frustrations.

Snapchat had to have so many meetings to launch their #Juneteenth filter. And at no point did anyone with decision making power stand up and say, "THIS IS AN ABSOLUTELY HORRIBLE IDEA."

Disappointed & angry, but entirely unsurprised. https://t.co/2Kn2RUoUoP

— Sam White (@samwhiteout) June 19, 2020

This Snapchat #Juneteenth filter prompts users to smile to break the chains…

Unfortunately, this sadly indicates how their team lacks the diversity required to curb this implicit bias.

Tech startups, please diversify your talent.#juneteenth #snapchat #techstartup #diversity pic.twitter.com/CX2z3EbD08

— Kamohelo Kuaho, CXA™ (@KamoheloKuaho) June 19, 2020

Snapchat has since removed the filter after the backlash from users and posted an apology to its Twitter page. The company says the now-defunct filter had not gone through the brand’s usual approval process before its release.