Sanex shower gel ad banned over racial stereotype

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The recent TV commercial for Sanex shower gel has been deemed inappropriate and banned by the Advertising Standards Authority (ASA) for perpetuating a racial stereotype. The ad featured two models with dark skin displaying skin issues such as dryness and itchiness, followed by a white model with flawless skin. The ASA received complaints stating that the portrayal of dark skin as problematic compared to white skin could imply that white skin is superior.

Colgate-Palmolive, the owner of Sanex, defended the ad by stating that they aimed to showcase a variety of skin types and did not intend to compare different skin colors or ethnicities. They explained that the use of models with different skin tones was meant to illustrate a “before and after” scenario to highlight the effectiveness of their products for all skin types.

Despite the brand’s intentions, the ASA ruled that the ad violated its broadcast code and prohibited its continued airing in the same format. The regulatory body highlighted that the depiction of white skin as smoother and clean after using the product could be interpreted as promoting the superiority of white skin over black skin. Clearcast, the agency responsible for approving ads for television broadcast, stated that the ad did not reinforce negative racial stereotypes, as the focus was on demonstrating skin conditions rather than comparing skin tones.

Sanex responded to the ruling by emphasizing their commitment to promoting skin health for all individuals across diverse skin types. The brand stated that their Skin Therapy range supports healthy skin for a variety of skin types and that their advertising efforts aim to champion skin health inclusively. While unintentional, the controversy surrounding the ad underscores the importance of ensuring sensitivity and inclusivity in marketing campaigns to avoid causing offense or perpetuating harmful stereotypes

Read the full article from The BBC here: Read More

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