Snapchat slammed for using ‘happy’ in Anzac Day filter and Australian War Memorial image

Snapchat — already under fire for a “disrespectful” photo filter which said “Happy ANZAC Day” — has now been slammed by the Australian War Memorial director using an image of the national landmark inappropriately.

• Crowds flock to Anzac Day march

The Australian War Memorial director has slammed social media app Snapchat for using an image of the national landmark in one of its filters accompanied by the words “Happy Anzac Day”.

Dr Brendan Nelson told The Daily Telegraph he did not condone the use of the national landmark in the filter or endorse the use of the word “happy”.

Veteran David Sieber said the word “happy” was inappropriate to use during Anzac Day. Picture: Adella Beaini

“Whoever thought that this was appropriate clearly does not understand the meaning of Anzac Day and that person has an invitation from me to come to the Australian War Memorial for me to introduce them to what Anzac Day commemoration is all about,” he said.

“It is an inappropriate use of the Australian War Memorial to have it related to anything that would be described as happy and my very strong preference would be that the image be removed.

“Anzac Day is a solemn and respectful day of remembrance and commemoration of those who fought and died for our freedoms.”’

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Veteran David Sieber, who has marched on Anzac Day since 1975, said the word “happy” being used in the Snapchat filter was completely inappropriate and disrespectful to all veterans who lost their lives.

“The march itself hasn’t become commercialised and I hope it doesn’t, but there is a bit of commercial and sponsorship happening and there’s always people selling things and advertising that pops up on your email,” he said.

“The word happy shouldn’t be used … You say ‘Happy Easter’ and Christmas but this is a solemn day and it’s not appropriate. If you say ‘Happy’ then you include it with other celebrations. Today is an act of Remembrance.”

Snapchat has created an ANZAC Day filter that says "Happy Anzac Day".

On Thursday night Snapchat had taken down the controversial filter image following backlash from users, some of whom took to Twitter to voice their disgust.

“Wtf is this? “Happy” ANZAC Day? Get in the bin @Snapchat Your filter sucks,” one person wrote on Twitter.

Snapchat has been criticised for launching a “Happy ANZAC Day” camera filter. Picture: Peter Parks

Another said: “I find it really disrespectful that you made a filter for Anzac Day that says “Happy Anzac Day” there is nothing happy about commemorating the lives of people who died fighting for Australia”.

Another said: “Please remove the “Happy Anzac Day” sticker. It’s not a happy day what is this remove it.”

Another said: “How very inappropriate.”

Snapchat had not responded to a request for comment on Thursday night.

The social media platform has come under fire for its filters in the past.

In 2016, Snapchat was accused of promoting “blackface” with its Bob Marley filter.

The organisation defended its decision at the time, saying the lens was created in partnership with the Bob Marley Estate to give people a new way to share their appreciation for his music.

But in the same year, Snapchat was also accused of creating a “yellow face” filter.

The platform’s “anime” filter transformed the user’s face to have slanted eyes, buckteeth and rounded cheeks.

Snapchat also shrugged this criticism off at the time, saying “lenses are meant to be playful and never to offend.”

Last year Snapchat lost millions of users after a disastrous redesign, especially after it was publicly blasted by celebrities.

The company’s share value dropped by 7.2 per cent in just one day, after social media queen Kylie Jenner tweeted in February 2018 that she “did not open” the app anymore.

Kylie Jenner caused significant damage to Snapchat when she admitted she doesn’t open the app anymore. Picture: Instagram

Model Chrissy Teigan also admitted she quit Snapchat last year. Picture: CJ Rivera

It faced further controversy in March after it ran an advertisement from a third-party company that asked users whether they’d rather “Slap Rihanna” or “Punch Chris Brown,” in reference to the 2009 assault when Brown punched Rihanna in the face.

The ad was slammed by multiple celebrities including Chelsea Clinton and Rihanna herself, who declined to ­accept an apology from the platform.

Model Chrissy Teigan also announced she quit Snapchat in a Tweet in March 2018.

“I stopped using snap. The update, the constant complaints of people not being able to find me, plus the Rihanna poll,” Teigan wrote.

In March, Snapchat reported it was making more than a 120 employees redundant from its engineering team.

And it has also reportedly been forced to drop prices for its Australian advertisers in recent times.