Netflix has been accused of “deceiving” black
subscribers with “manipulative” promotional posters for films and TV
shows that can change based on who is using the service.
subscribers with “manipulative” promotional posters for films and TV
shows that can change based on who is using the service.
The streaming giant has previously boasted of the algorithms
it uses to serve up personalised suggestions and visuals to its millions of
users, but it has now been criticised by black customers who claim the
technology is presenting them with misleading artwork imploring them to watch
certain content.
it uses to serve up personalised suggestions and visuals to its millions of
users, but it has now been criticised by black customers who claim the
technology is presenting them with misleading artwork imploring them to watch
certain content.
Among the films to have been highlighted are the comedy Like
Father, which stars Kelsey Grammer and Kristen Bell, and the British favourite
Love Actually.
Father, which stars Kelsey Grammer and Kristen Bell, and the British favourite
Love Actually.
Rather than showcasing its two white leads, the poster for
Like Father instead suggests to some subscribers that there are major roles for
African-American actors Blaire Brooks and Leonard Ouzts.
Like Father instead suggests to some subscribers that there are major roles for
African-American actors Blaire Brooks and Leonard Ouzts.
And the art for Love Actually – which features a
predominantly white cast – seems to imply to certain users that it is a romance
centred on characters played by Keira Knightley and Oscar-winning star Chiwetel
Ejiofor.
predominantly white cast – seems to imply to certain users that it is a romance
centred on characters played by Keira Knightley and Oscar-winning star Chiwetel
Ejiofor.
Brooks, Ouzts and Ejiofor each have relatively minor roles
in the films.
in the films.
This version of the Love Actually poster prominently
features Chiwetel Ejiofor. Pic: @slb79
features Chiwetel Ejiofor. Pic: @slb79
Joy Joses – founder and editor of MelanMag.com, a lifestyle
magazine for women of colour – told Sky News that the algorithms being used were
“beyond deceptive”.
magazine for women of colour – told Sky News that the algorithms being used were
“beyond deceptive”.
She said: “In their keenness to cater to black
audiences, Netflix has overstepped the mark with this issue.”
audiences, Netflix has overstepped the mark with this issue.”
“As with recent tone-deaf PR debacles, I won’t be
surprised if it stems from not having the right people around the table.
surprised if it stems from not having the right people around the table.
“Yes, when I’m scrolling through, looking for what to
watch, I instinctively stop when I see black characters highlighted as the lead
as that’s what I want to watch.
watch, I instinctively stop when I see black characters highlighted as the lead
as that’s what I want to watch.
“It’s beyond deceptive to think that I am being
manipulated based on my so-called algorithm choices. It really is an own goal
though, as audiences have caught on.
manipulated based on my so-called algorithm choices. It really is an own goal
though, as audiences have caught on.
“Why don’t they give us more of what we want instead –
black leads in big budget productions? In every other sphere, clear signage is
the rule. Why should it be different with film and TV promotions?”
black leads in big budget productions? In every other sphere, clear signage is
the rule. Why should it be different with film and TV promotions?”
In a blog post last year, Netflix explained that its
algorithms were purely based on viewing history, rather than any other
information about each user.
algorithms were purely based on viewing history, rather than any other
information about each user.
One example it presented was the 1997 drama Good Will
Hunting, which would display fans of comedies with a poster featuring the late
Robin Williams, and those who like romance films with a picture of Matt Damon
and Minnie Driver.
Hunting, which would display fans of comedies with a poster featuring the late
Robin Williams, and those who like romance films with a picture of Matt Damon
and Minnie Driver.
Responding to the accusations regarding the personalised
artwork, Netflix said: “We don’t ask members for their race, gender or
ethnicity so we cannot use this information to personalise their individual
Netflix experience.
artwork, Netflix said: “We don’t ask members for their race, gender or
ethnicity so we cannot use this information to personalise their individual
Netflix experience.
“The only information we use is a member’s viewing
history.”
history.”
Thousands have signed our petition for an Independent
Leaders’ Commission to organise election debates – have you?
Leaders’ Commission to organise election debates – have you?
But a number of Netflix subscribers share Ms Joses’
concerns.
concerns.
Writing on Twitter, Stacia Brown said: “It’s weird to
try to pass a film off as having a black principal cast (by creating a movie
poster-like as featuring just the black people) when it’s a white movie. A very
white movie.” And Jeff Wetherell tweeted: “It’s not marketing.
Marketing would be pushing you movie posters of actual movies with black leads.
This is creepy. This is more insidious.
try to pass a film off as having a black principal cast (by creating a movie
poster-like as featuring just the black people) when it’s a white movie. A very
white movie.” And Jeff Wetherell tweeted: “It’s not marketing.
Marketing would be pushing you movie posters of actual movies with black leads.
This is creepy. This is more insidious.
“It doesn’t help their bottom line. You watch the first
five minutes then realise it’s not what it claims.”
five minutes then realise it’s not what it claims.”
Despite competition from the likes of Amazon, Netflix
remains by far the world’s biggest online subscription video service and shares
in the company recently leapt by 14% after it announced it had reached 137
million subscribers. It is also due to launch on Sky Q – Sky’s premium TV box –
in November
remains by far the world’s biggest online subscription video service and shares
in the company recently leapt by 14% after it announced it had reached 137
million subscribers. It is also due to launch on Sky Q – Sky’s premium TV box –
in November
