Instagram influencer accused of going black for followers

Emma Hallberg, a white teenager and self-proclaimed model, is being accused "blackfishing," or pretending to be black, to get more followers.
2:49 | 11/28/18

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Transcript for Instagram influencer accused of going black for followers
We're back with that Instagram model under fire accused of trying to be black to get endorsements. She's denying it, but critics are comparing these side-by-side photos. The so-called before and after photos are starkly different but Emma Hallberg says it's because of the time of year they were taken and while social media users are accusing her of adopting black culture when it was convenient she says she never represented herself as anything other than a white Swedish model. She's a self-proclaimed model and Instagram influencer with a quarter million followers online. Hey, guys, I'm Emma Hallberg. Reporter: But this morning Emma Hallberg, a white teenager, is being accused of pretending to be black to get more followers. A Twitter user posted these two photos of her online. One showing her with much lighter skin and the internet went into a tizzy accusing her of blackfishing. I haven't done anything to make myself look darker. I get to tan naturally when in the sun. Reporter: Many who assumed she was black are accusing her of darkening her hair and skin and lips to capitalize on beauty trends and get endorsements. One writing taking deals made for black girls and posing as black is a big deal. Blackface is a big deal when black people are out here being murdered because of their skin color. If a large number of people say you're taking advantage of what is a racist legacy in worldwide and in American history, she should listen to that. Reporter: The 19-year-old denies it saying this was never her intention and her looks are natural. I cannot change the way I was born because the things I've been accused of and the things people are mad about are things that are natural on me like my hair, my lip, my nose, my face. I've never claimed to be black or biracial or anything else than white. Reporter: She's not the first insta-celeb to come under fire. Last year this woman apologized after posting this photo of herself on line accused of wearing blackface after appearing visibly darker in photographs. Cultural appropriation has become a divisive topic with celebrities from Kim Kardashian and coldplay at times accused of insensitively borrowing from other cultures but the power of bronzer has people upset. Rightfully so. Wow. I don't know what to say. Lots to say but will remain in that -- The pictures tell the whole story, they do. Thank you, George. Coming up, celebrating -- thank you, linsey.

This transcript has been automatically generated and may not be 100% accurate.

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