Snapchat removes filters projecting tā moko

September 9, 2022

By Jack Horsnell

Photo: Unsplash.

Snapchat has taken down filters that allowed users to project mataora, moko kauae, and other taonga (Māori tattoos) onto their faces. 

RNZ first shared images of social media users applying filters with names like "Māori Face Tattoo" and "Māori".

The filters, which also appear on Instagram, were called out for being culturally inappropriate. 

Tā moko are unique expressions of whakapapa and identity, with patterns varying from hapū to hapū, and are only intended for Māori to wear. 

Moko has been historically tied to gender. Tāne Māori traditionally wear a full face tattoo, mataora, and wāhine Māori wear moko kauae, which covers the lips and chin.

Anyone can develop a Snapchat filter, which the company calls animated lenses, and share them openly across the platform. Other social media platforms operate in a similar way. 

Snapchat told the BBC that they deleted the filters in accordance with their guidelines that prohibit content that demeans, defames, or promotes discrimination.

Public Interest Journalism funded through NZ On Air