ASA Bans Sanex Shower Gel Ad Over Racial Stereotypes

Britain’s Advertising Standards Authority (ASA) has banned a television advert for Sanex shower gel, owned by US consumer goods giant Colgate-Palmolive, for suggesting that black skin was “problematic” and white skin was “superior.”

The decision followed two complaints alleging the ad perpetuated negative stereotypes about people with darker skin.

The advert, which aired in June, depicted two black models with “itchy and dry skin” presented as a problem, while a white model was shown with smooth, healthy 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 advert must not air again, as it breached rules prohibiting harmful or offensive advertising.

Colgate-Palmolive defended the campaign, arguing it was intended to illustrate a “before and after” skin-care scenario suitable for all users, rather than a racial comparison. However, the company did not respond to AFP’s request for further comment.

The ASA acknowledged the message was not deliberate but cautioned Colgate-Palmolive to “ensure they avoided causing serious offence on the grounds of race” in future campaigns.

Punch