Finji, known for popular indie games like Night in the Woods and Tunic, has accused TikTok of modifying its advertisements using generative AI without authorization. This includes an ad that distorted one of Finji’s characters into a racist and sexualized stereotype, all done without Finji’s consent.
Rebekah Saltsman, Finji’s CEO and co-founder, initially raised the issue on Bluesky. She shared a screenshot of a post from another company experiencing similar problems and urged anyone seeing Finji’s altered ads to send her a snapshot.
Unusual June
Saltsman communicated with IGN, clarifying that while Finji actively runs ads on TikTok, its account has all AI features disabled. The team learned about the unauthorized AI ads from concerned comments left on their legitimate ads, prompting Saltsman to gather screenshots from users and escalate the issue to TikTok support.
The original ads focused on showcasing Finji’s games, but the AI-altered versions were presented as if directly posted from Finji’s account. These modifications took the form of slideshows, misleading viewers and compromising the integrity of Finji’s brand. Some images were minimally altered, but one particularly problematic image significantly deviated from official content.
This altered image depicted the character June inappropriately, presenting her with exaggerated features that perpetuate harmful stereotypes. This version starkly contrasts with the game’s actual depiction of her, which sparked further concern about the misrepresentation of characters.
The Support Circle of Hell
Finji reported encountering difficulty in getting satisfactory answers from TikTok support after raising the issue. Despite repeated inquiries, TikTok maintained there was no evidence of AI-generated content in Finji’s ads, leading to frustration and further escalation of the matter.
After a series of communications lacking a decisive resolution, TikTok acknowledged the concerns raised but ultimately did not provide adequate support or accountability. Saltsman expressed her disbelief at TikTok’s inadequate responses, emphasizing the need for substantive changes and accountability regarding the misuse of technology in advertising.
