A Snapchat filter that superimposes Bob Marley's dreadlocks and hat onto a person's face has been attacked as racist and disrespectful.
Some social media users likened it to a digital "blackface" - the practice in the early days of film where white actors would portray a black person.
Others thought its release - on April 20, a day associated with a counterculture celebration of marijuana - was playing into a simple stereotype of the reggae legend.
Yes, that @Snapchat filter of Bob Marley is racist. I'm judging y'all. Hard.— Jsph (@jsphflrs) April 20, 2016
This Bob Marley snap filter is disrespectful to his legacy. @Snapchat— OXTAIL GAWD (@ThatDudeMCFLY) April 20, 2016
Bob Marley @Snapchat filter is egregious and should be pulled. Not just because of blackface, but because it's petty to reduce him to 4/20.— Jake Kivanç (@KivancJake) April 20, 2016
Others simply called it "creepy" and "freaky".
But some said they had no problem with the curious homage to Marley and posted pictures showing their Marley alter-ego.
Kylie Jenner was one of those to try out the strange effect, pulling in over 1,100 likes.
Snapchat was forced to put out a statement saying the gimmick had been produced with the blessing of Marley's family.
"The lens we launched today was created in partnership with the Bob Marley Estate, and gives people a new way to share their appreciation for Bob Marley and his music," said the statement. "Millions of Snapchatters have enjoyed Bob Marley's music, and we respect his life and achievements."