Since the advent of Snapchat, filters have become one of the hottest social media app features.

But adding the wrong types of filter options can land companies in hot water.

You may remember when Snapchat came under fire for its Bob Marley filter, which some felt was essentially blackface.

Well, there’s another facial recognition app that's in a similar conundrum: FaceApp, a Russian-based company.

According to The Telegraph, social media users have begun criticizing the app for its range of ethnic filters, which includes “black,” “white,” “Asian” and “Indian” choices.

Described as “racist” and “offensive,” the filters have been met with “blackface” and “yellowface” accusations.

This isn’t the first time FaceApp has received backlash; when it introduced a “hot mode” filter that lightened the user’s skin, removed their glasses and enlarged their eyes, many erupted in anger.

Due to criticism over the discriminatory beauty standards that the name "hot mode" implied, the company apologized and changed the lens’ name to “spark.”

face app just keeps getting better pic.twitter.com/Cnm25hs7I1— bob (@atbobb) August 9, 2017

In this case, however, the company doesn’t believe that the new ethnic filters warrant removal, amendment or apology.

"The ethnicity change filters have been designed to be equal in all aspects," FaceApp chief executive Yaroslav Goncharov told Mic. "They don’t have any positive or negative connotations associated with them."

Photo: GIPHY

"They are even represented by the same icon. In addition to that, the list of those filters is shuffled for every photo, so each user sees them in a different order,” Goncharov said.

FaceAppFacial Recognitionmobile appSnapchatyellowface