KEY POINTS
  • Snapchat took down its Juneteenth filter, which prompted users to smile in order to break chains, after being called out by critics for being tone deaf.
  • "A diverse group of Snap team members were involved in developing the concept, but a version of the Lens that went live for Snapchatters this morning had not been approved through our review process," a spokesperson said.
  • Using the Pan-African flag as the backdrop of the filter, Snapchat prompted users to smile, which then caused chains to appear and break. 

In this article

Evan Spiegel, CEO and co-founder of Snap Inc.

Snapchat apologized for its now-removed Juneteenth filter, telling CNBC on Friday that it went live without being approved through its review process. 

Using the Pan-African flag as the backdrop of the filter, the app prompted users to smile, which then caused chains to appear behind them and break. 

In this article