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UK regulators banned a Sanex shower gel ad for implying white skin superiority.
The spot, which aired in June, featured a Black model whose skin was shown with red scratch marks.
UK regulators banned a television advert for Sanex shower gel after ruling it could be interpreted as suggesting that white skin was superior to black skin. The Advertising Standards Authority (ASA) said that it acted after receiving two complaints from viewers who believed the commercial perpetuated negative stereotypes about people with darker skin tones.
The spot, which aired in June, featured a Black model whose skin was shown with red scratch marks and another covered with cracked clay-like material. A voice-over then promoted the product’s “patented amino acid complex” for “24-hour hydration feel,” while footage showed a White woman showering.
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“Relief could be as simple as a shower,” the narrator said in the advertisement.
What Company Has Said On The Advertisement?
Colgate-Palmolive, which owns the Sanex brand, argued that using models with different skin tones demonstrated its commitment to diversity. The company told regulators the ad was designed to show “before and after” scenarios, illustrating that the product was suitable for all skin types rather than making a racial comparison. Clearcast, which pre-approves adverts against the UK’s broadcasting code, also defended the commercial as an example of inclusivity.
While the ASA accepted the explanation, it said the ad’s structure was problematic, asserting, “It was the Black skin, depicted in association with itchy and dry skin, which was shown to be problematic and uncomfortable, whereas the White skin, depicted as smoother and clean after using the product, was shown successfully changed and resolved.”
“That could be interpreted as suggesting that White skin was superior to Black skin,” it added, while noting this was not the advertiser’s intention and might go unnoticed by some viewers.
The ASA concluded that the advert breached the UK’s broadcast advertising code and was “likely to cause serious offence.” It has been banned from being shown again in its current form.
- Location :
United Kingdom (UK)
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