Soon your face could appear in your Snapchat ads. But you can deactivate the feature. (Image: Adobe Stock – Colorful Graphics | Snapchat)
Snapchat has introduced a feature called “My Selfie” (formerly “AI Selfies”) that allows users to create AI-generated images based on their selfies. However, according to its terms of service, the company also has the right to use these images in advertisements.
This could cause unpleasant surprises for some users, as the function is activated by default.
Your own face in advertising, thanks to »My Selfie«
What is »My Selfie«? The My Selfie feature on Snapchat uses your selfies or uploaded images from the gallery to create AI-generated images that you and your friends can use for stickers, cameos, or AI snaps.
In the English version of the app, the feature is presented as follows (translated):
»My Selfie is used to enable Generative AI, Cameos, and other experiences on Snapchat that feature you, including advertising.«
In the Europe version, the advertising is not mentioned:
»With My Selfie you can create AI Snaps and Cameos and use other features with generative AI on Snapchat. Set up My Selfie and create AI Snaps of you and your friends.«
This is how it works in advertising: Snapchat reserves the right to use the images generated by “My Selfie” in future advertisements in which users can see themselves.
According to a Snapchat’s response to 404 Media Users have complete control over this feature and can change whether their images may be used for advertising purposes at any time in the “My Selfie” settings.
Anyway: The AI function must first be activated and set up in order for it to become relevant.
Reddit claims otherwise: A Reddit user reported in r/Privacythat he had seen an ad that used an AI-generated version of his face. However, Snapchat could not confirm whether the ad was actually based on the user’s “My Selfie” images.
Although Snapchat emphasizes that Advertisers have no direct access to the »My Selfie« datait remains unclear how Snapchat could create personalized ads in the future without making this data available to advertising partners. This uncertainty is causing concern among users, as many are unaware that their images can potentially be used in ads.
Additionally, there is currently no clear indication as to whether and when Snapchat will officially implement this feature, as Snapchat claims to 404 Media that “Snap My Selfies is not currently being used in advertising” and “the terms you cite merely reserve the right.”
So for now, you don’t have to worry about anything from an official perspective. Nevertheless, we recommend deactivating the function. Especially in view of the fact that a case has already surfaced on Reddit in which it was allegedly already used.
