It makes it worse that the publication, Pink News, is part of the LGBTQ+ community.
"What happened to James?" read the caption with a shocked-faced emoji.
The photo of James had been clearly altered to change his hairline and lips.
"I’m so sick of this. @PinkNews is a joke," wrote James on Twitter. "They claim to be a LGBTQ+ news outlet yet choose to clickbait ugly edited photos & completely false titles about me literally EVERY OTHER DAY instead of reporting about actual things going on in our community ."
After James retweeted the photo, Pink News wrote an apology in an open letter.
"Dear James," the letter began "We made an oversight on a recent Snapchat story about you. The story did not align with our core values and has been removed. PinkNews stands for the fundamental rights of the entire LGBT+ community and its allies. We exist to inform, inspire change and empower others to be themselves.
"Our recent coverage of the UK general election, trans issues, and rollback of LGBT+ people’s rights are just some of the stories which highlight the nature and diversity of our content," the publication wrote earlier today.
"Every part of our business, from our editorial content to our events, strives to elevate marginalised voices, propel change, and showcase the diversity of the entire LGBT+ spectrum. This Snapchat story did not align with these values."