New ‘chubby’ filter sparks outrage as journalist uses it to make important point about 'toxic' trend

Warning: This article contains discussion of eating disorders which some readers may find distressing.

If you've been on social media over the past few days, you'll most likely have come across a new filter which highlights quite an alarming issue.

Earlier this week, what is referred to as a 'chubby' filter has gone viral across a number of social media platforms including TikTok and Instagram.

The filter in question uses generative artificial intelligence (AI) on the video editing app CapCut to make the subject of a photo appear 'chubby' - something which has understandably sparked outrage online, and a journalist has now used it to make a seriously important point about the 'toxic' trend.

BBC journalist, Jessica Sherwood, said the filter made her feel 'incredibly uncomfortable' (Jessica Sherwood/BBC News)

Such posts are often accompanied with body-shaming rhetoric, with users mocking the larger AI-generated body type version of themselves as 'inspiration' to stop eating too much or as motivation to 'hit the gym' more.

Thankfully, it didn't take long for people to call out such creators, with one TikTok user writing: "How is body shaming still a thing in 2025?!?"

"It’s giving mean girl vibes," penned a second, while a third highlighted: "This trend is so offensive, toxic, hurtful and this video could have a huge impact on a plus size person and trigger harmful eating.

"Weight can be due to medical issues and isn't a joke, pls be kind."

A fourth echoed: "This trend is basically mean girls outing themselves."

Sherwood says she was 'unhappy that TikTok pushed [the filter] to me in the first place' (Jessica Sherwood/BBC News)

"This trend is so beyond disrespectful… such a step back in society’s beauty standards," lamented another.

And a final TikTok user pointed out: "It’s 2025 and we’re still laughing at people for their body type."

Among those rightfully criticising the trend is BBC journalist Jessica Sherwood, who, for the purpose of an article - which was also contributed to by technology reporter Tom Gerken - on the trend, used the filter on herself.

"For the purpose of this article, I used the filter on myself," Sherwood wrote, before adding that doing so made her 'incredibly uncomfortable'.

She continued: "As someone who is very body positive and has struggled with their self-image in the past, using it couldn't be further away from how I personally use social media and I was unhappy that TikTok pushed it to me in the first place.

"This filter appeared on my TikTok 'For You' page the other day despite me not engaging with any weight-related or health content."

Sherwood explained that the filter appeared on her TikTok 'For You' page (NurPhoto / Contributor / Getty Images)

Sherwood noted that after she watched the video and read the comments, the video-sharing app began to suggest similar videos from other people also using the filter, 'and even another where AI can turn you thinner'.

"Thankfully it also began to start showing me creators who were criticising the trend, some of whom we've spoken to for this article," she noted, before explaining: "AI images and filters have become commonplace on TikTok and quickly accepted to be used for fun - the same way some Gen-Zs and Millennials might remember Snapchat filters.

"But filters like these, although they may seem fun, can be very damaging to someone's mental health and encourage them to compare themselves not only to others, but an unrealistic version of themselves."

According to a TikTok spokesperson, these effects are not 'TikTok effects', nor were they directly available through our app.

They were reportedly uploaded by users to CapCut and have now been removed by CapCut.

If you've been affected by any of the issues in this article and would like to speak with someone in confidence, call the BEAT Eating Disorders helpline on 0808 801 0677. Helplines are open 3pm-8pm Monday to Friday. Alternatively, you can try the one-to-one webchat.