Snapchat’s terms of service for its “My Selfie” tool grant the company the right to use AI-generated images of users in advertisements. 

According to a report by 404 Media, the “My Selfie” tool uses images users upload to generate novel AI representations. These can be used in various Snapchat features, including Cameos stickers and AI Snaps. 

While users can opt out by disabling the “See My Selfie in Ads” option in settings, the default setting allows for such usage.

A Snapchat spokesperson confirmed that their terms reserve the right to offer advertising based on My Selfies, where users might see themselves in generated images delivered to them. The company stated that advertisers do not directly access users’ generative AI data.

404 Media highlighted a Reddit user’s claim of seeing an advertisement featuring an AI-generated image that closely resembled them, including personal details like clothing and background elements. 

Snapchat investigated this specific case, stating that the ad did not violate their policies and was not using My Selfie images.

Snapchat’s support page for My Selfie instructs users to upload only self-portraits, either through the Snap camera or from their device’s camera roll. The company says it continuously adds features and functionality to the My Selfie tool.

Snapchat recently rolled out “Sponsored Snaps” in its main Chat tab, marking the first time the platform displays advertisements in its most frequently used section.

In August, the company reported significant growth in its ad platform, with the number of active advertisers doubling year-over-year in Q2 2024.