LONDON — Britain’s advertising watchdog has banned a Sanex shower gel commercial after ruling that it suggested black skin was “problematic” while portraying white skin as “superior.” The Advertising Standards Authority (ASA) announced the decision on Wednesday following complaints that the ad perpetuated harmful racial stereotypes.
The television advert, aired in June, depicted two black models with dry and itchy skin described as “problematic,” while a white model was shown with smooth, healthy skin. Regulators said the imagery and messaging could be interpreted as implying that white skin was preferable to darker skin tones.
“We considered that could be interpreted as suggesting that white skin was superior to black skin,” the ASA said in its ruling. The regulator concluded that the advert breached advertising standards by causing serious offence on the grounds of race and ordered that it must not be shown again in the UK.
Colgate-Palmolive, the US consumer goods giant that owns the Sanex brand, defended the ad, explaining that it was intended to illustrate a “before and after” scenario to highlight the shower gel’s suitability for all skin types. The company stressed that no racial comparison was intended. However, it did not respond to a request for further comment from AFP.
While acknowledging the advert’s intent, the ASA warned Colgate-Palmolive to exercise greater care in future campaigns to avoid perpetuating harmful stereotypes. “We accepted that the message was not intentional,” the watchdog said, “but marketers must ensure their advertising does not cause serious or widespread offence, particularly on sensitive issues such as race.”
