Social media platform Snapchat removed filters that placed Maori tattoos on the faces of its users following backlash from New Zealand last week.
The filters depicted multiple sacred Maori tattoos, including a ta moko tattoo that is supposed to be unique to the wearer’s ancestry, the Guardian reported. Because the tattoo is supposed to be sacred, the filter offended the Maori, the indigenous people of New Zealand.
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“The moko you see is that person’s genealogy and achievements, and the whole design ends up becoming a treasure for that individual’s family,” Karaitiana Taiuru, an expert on Maori knowledge and intellectual property, told the outlet. “They’re very sentimental. They’re very precious.”
Because of a lack of knowledge of the indigenous group, users could also inadvertently use the wrong tattoos. Maori men wear full facial tattoos, while a moko kauae tattoo that covers the lips and chin of the wearer is designed for women, according to the outlet.
Snapchat claimed the company encouraged diversity and inclusiveness while disapproving of content that promotes discrimination.
“We encourage our community to create Lenses that are inclusive and any shared on Snapchat must comply with our community guidelines,” the company told the outlet. “These are clear that we prohibit content that demeans, defames, or promotes discrimination.”
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The Maori people have also claimed that artificial intelligence systems are racist because they do not recognize the faces of users with the tattoos.
The filters have also been used on other social media sites, including Instagram. At least 10 filters on Instagram have names that include “Moori” or “moko” created by users of the platform, according to the outlet.
