Netflix has denied altering a viewer's experience depending on their race.
It's been accused of "misleading" black users by showing promotional shots of black cast members in films and TV shows - even if they had a minor role.
Netfix told Newsbeat: "We don't ask members for race, gender or ethnicity so cannot use this information to personalise their individual experience.
"The only information we use is a member's viewing history."
Other Black @netflix users: does your queue do this? Generate posters with the Black cast members on them to try to compel you to watch? This film stars Kristen Bell/Kelsey Grammer and these actors had maaaaybe a 10 cumulative minutes of screen time. 20 lines between them, tops. pic.twitter.com/Sj7rD8wfOS— stacia l. brown (@slb79) October 18, 2018
Netflix's statement came after the issue was first raised on social media.
Podcaster Stacia Brown asked her Twitter followers if "other black Netflix users" had noticed the service would "generate posters with the black cast members on them to try to compel you to watch?"
Using the promotional shot of two black actors for Like Father - which is made up of a mostly white cast with Kristen Bell as the lead - she added: "It's weird to try to pass a film off as having a black principal cast... when it's a white movie.
"I'd already watched this one last month so I knew it was a marketing trick."
Just did another cursory scroll of suggested watches and the posters they gave me. pic.twitter.com/VoCFJQfWaK— stacia l. brown (@slb79) October 18, 2018
Another example she posted on the thread included using a photo of Chiwetel Ejiofor and Keira Knightley to promote Love Actually.
Just to add my white data point, these are the thumbnails I see for some of the same movies you shared. pic.twitter.com/GjapwcdQuD— Kelly Quantrill (@codetrill) October 19, 2018
In a blog published last year, Netflix revealed it was launching artwork personalisation for its films and TV shows.
It explained various promotional shots would be created for the shows and films and they would be linked to viewing history.
In its statement to Newsbeat, the streaming site said that "reports that we look at demographics when personalising artwork are untrue".
It maintained the only information it uses is a person's viewing history.
"In terms of thumbnails, these do differ and regularly change. This is to ensure the images we show people are useful in deciding which shows to watch.
"We are always trying to learn from our members and looking for ways to improve how we personalise the service over time."