Britain’s advertising regulator has banned a Sanex shower gel advert owned by Colgate-Palmolive for implying that black skin is “problematic” while portraying white skin as “superior.”
The Advertising Standards Authority (ASA) said it launched an investigation after receiving two complaints that the TV campaign perpetuated negative racial stereotypes.
The advert, which aired in June, showed two black models with “itchy and dry skin” described as problematic, while a white model was depicted with smooth, flawless skin.
“We considered that could be interpreted as suggesting that white skin was superior to black skin,” the ASA said in a statement.
The watchdog ruled that the ad must not appear again, citing breaches of UK rules prohibiting harmful or offensive advertising.
In its defence, Colgate-Palmolive argued that the Sanex commercial was designed as a “before-and-after” scenario to demonstrate the product’s effectiveness for all users, regardless of ethnicity. However, the ASA insisted that advertisers must avoid content that risks causing serious offence on racial grounds.
