Social Media

Snapchat's Bob Marley filter hits snag on 4/20

Bob Marley, being interviewed after the show at the Fox Theater in 1979.
Tom Hill | WireImage | Getty Images

Snapchat may have gone too far in its attempt to tap into the pot culture on Wednesday.

The social media platform added a new face-altering filter in honor of April 20 — also known as 420, an unofficial holiday for people who enjoy cannabis — and it backfired.

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The social app's Bob Marley filter adds a Rastafarian hat and dreadlocks to the user's face and, as many pointed out on Twitter, darkens the selfie's skin tone.

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While some Twitter users criticized Snapchat for creating a filter that seemed to encourage blackface, others took issue with the use of Bob Marley's image to celebrate marijuana.

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"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 spokesman from Snapchat told CNBC. "Millions of Snapchatters have enjoyed Bob Marley's music, and we respect his life and achievements."

Bob Marley's estate did not immediately respond to CNBC's request for comment.

Not all Twitter users were offended by the Bob Marley filter, however.

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