UK Regulators Ban Sanex Ad Over Concerns of White Skin Superiority Stereotype

The Advertising Standards Authority (ASA) in the UK has prohibited a commercial for Sanex shower gel, citing concerns that it may suggest white skin is superior to black skin. The decision was prompted by complaints from two individuals who believed the advertisement perpetuated negative stereotypes about people with darker skin tones.

The controversial ad, which aired in June, showcases a Black model with red scratch marks on their skin and another covered in a cracked material resembling clay. The commercial contrasts this with a White woman portrayed as having smoother, cleaner skin after using the product.

In response to the ASA’s ruling, US consumer products company Colgate-Palmolive, which owns the Sanex brand, argued that the ad’s use of diverse models demonstrated their commitment to inclusivity. The company contended that the “before and after” scenarios were employed to demonstrate the product’s effectiveness for all skin types, rather than as a comparison based on race or ethnicity.

Clearcast, a company responsible for ensuring TV commercials adhere to the UK Code of Broadcast Advertising before airing, also defended the advertisement, stating it underscored Sanex’s inclusivity.

However, the ASA found merit in the argument that the ad structure was problematic, as it depicted black skin as itchy and dry compared to white skin presented as smoother and cleaner after using the product. This, according to the ASA, could be interpreted as implying white skin is superior to black skin.

While acknowledging that this may not have been the intended message and might go unnoticed by some viewers, the ASA concluded that the advertisement had breached the broadcast advertising code and was likely to cause serious offense.

Colgate-Palmolive has yet to comment on the matter.