A TikTok trend centred around a latest filter effect is being called out for body shaming and fatphobia. 

Often known as the ‘chubby face’ filter, the effect gives users the looks of a fuller face and folks have been using it to assume what they might appear like in the event that they were at a better weight, before reverting back to their original appearance seemingly relieved to be “thinner” again. Most of the videos are also accompanied by captions stating how the user’s self-esteem increased after the filter was taken off again.

The trend has come under fire from many, who’re hurt by the fatphobia involved within the videos and having their facial expression be seemingly made fun of. “I hate this trend a lot,” Moira Bryson AKA @mannequindude a 20-year-old TikToker from LA wrote. “Why are you so afraid to have a face like mine? Why do you all hate my face shape sooo much…It fucking hurts to see you’re so hated.”

Meanwhile on Twitter, make-up artist Shania criticised the trend writing, “not a tiktok filter to make ur face fat so you possibly can boost ur confidence when u take the filter off. lol. LOL” The tweet has over 9K likes with many individuals within the comments calling for empathy and body positivity from the social platform. 

“This actually makes me so mad because my whole life i have been fighting face fat and to see people acting like once you could have it off, you are pretty it’s just pretty triggering,” commented @hotsommarnights. 

In keeping with TikTok, the effect was only presupposed to be available in certain markets, resembling East, West, and South Africa and was released within the UK by accident. “Healthy, filled-out cheeks are perceived in a different way in numerous cultures and markets,” a spokesperson told BuzzFeed News. “We now have a review process in place wherein our global team reviews filters and effects that we predict can be popular and appropriate in specific markets/local regions.” It has since been removed within the UK.

Unlike this latest trend, TikTok has prior to now encouraged body positivity and self-love. A trend earlier this 12 months saw users sharing historical images and artworks that highlight the features they’re insecure about, from strong noses to rosy cheeks, and show that those self same features have long been celebrated and considered beautiful. Not only that, but they’re strong connections to our history and the legacy of our ancestors.