A television advertisement for Sanex shower gel was banned after being deemed to reinforce racial stereotypes. The ad featured two models with dark skin depicted with dry, itchy skin conditions, contrasted with a white female model who showed no visible skin issues. The Advertising Standards Authority (ASA) upheld complaints that this portrayal suggested white skin was superior to black skin.
Colgate-Palmolive, the parent company of Sanex, stated that the ad aimed to represent diversity through models of various skin colors. They claimed that the intention was to illustrate a “before and after” scenario, rather than to make a comparison between different skin types or ethnicities.
In the ad, one dark-skinned model is shown scratching their body, leaving bright orange marks, while another appears covered in a cracked, clay-like substance. A voiceover addresses “those who might scratch day and night,” and “those whose skin will feel dried out even by water.” In contrast, the white model is seen showering, with water and foam gliding over her unblemished skin. The voiceover invites viewers to experience the product’s “24-hour hydration feel” and concludes with the tagline, “Relief could be as simple as a shower.”
The ASA concluded that the ad breached its broadcasting code and should not be aired again in its current form. The ruling emphasized that the representation of white skin as smoother and free from issues could be interpreted as implying superiority over black skin, despite acknowledging that this was not the advertisers’ intention. Colgate-Palmolive was cautioned to be mindful of not causing racial offense in future advertisements.
Clearcast, the organization responsible for pre-approving ads, maintained that the advertisement did not perpetuate negative stereotypes, noting that the portrayal of darker skin was stylized and that the depiction was more reflective of sensation rather than a direct commentary on skin condition. Sanex acknowledged the ASA’s ruling and stated their mission is to promote skin health for all.
Source: https://www.bbc.com/news/articles/cn92znzx8zzo?at_medium=RSS&at_campaign=rss