Indie publisher Finji alleges that TikTok’s advertising system created AI-modified versions of its game ads Usual June and ran them on the platform without permission. According to an IGN report, at least one of these AI-generated variants was racist and sexualized.
Finji says users who saw the altered ads reported they appeared to come from the publisher’s official TikTok account. The company maintains it never posted or authorized these specific creatives.
The publisher provided screenshots of at least one ad variant to IGN as evidence. However, the outlet chose not to republish the most offensive image to avoid further circulation of the racist content.
Finji is known for publishing games like Tunic and Night in the Woods. The altered ads reportedly featured modified depictions of characters from these titles.
@finjico When we feel lost, we make and publish games about it. 🖤 Check out Usual June on Steam & let us know what you think!
♬ original sound – FinjiCo
This looks tied to TikTok’s AI-powered ad optimization tools. The platform offers an opt-in program that can remix ad creatives using AI to test which versions drive more engagement. This system can automatically generate variations by rearranging elements, changing visuals, or modifying promotional materials.
The question is whether Finji was incorrectly enrolled in this program or if the system malfunctioned. Users familiar with TikTok Ads support say the platform typically relies on automated responses and can be difficult to reach for resolution.
What Finji actually saw
According to the report, some of the AI-generated variants were subtle remixes that rearranged existing elements. Others were more obviously altered. The racist and sexualized version involved exaggerated depictions that stereotyped a character.
The attribution issue is particularly concerning for brand safety. When ads appear to originate from an official account, viewers assume the company approved the message. This creates reputational harm when the content is offensive.
TikTok’s ad formats can muddy things. Spark Ads, for example, can amplify posts while displaying brand identity. Users may not always distinguish between organic posts, promoted content, and third-party ads using brand metadata.
