Advertisement for Sanex shower gel prohibited due to implicitly promoting white skin as superior to black skin.
The UK Advertising Standards Authority (ASA) has taken a firm stance against a TV advert for Sanex shower gel, deeming it offensive due to the reinforcement of a racial stereotype. The ad, which aired in June, juxtaposed black skin as dry, itchy, and problematic with white skin as smooth and superior after using the product[1][2][3][4].
The structure of the ad, according to the ASA, presented black women with red scratch marks and cracked, clay-like skin, while a white woman was shown showering and having smoother skin. This, the ASA argues, creates a message that white skin is superior to black skin[1][2][3][4].
Two complaints were received, alleging that the ad perpetuated racial stereotypes, implying black skin as problematic and white skin as superior. The ASA concurred, ruling that the ad includes a racial stereotype and is likely to cause serious offense[1][2][3][4].
Colgate-Palmolive, the owner of the Sanex brand, maintains that the ad's use of diverse models was intended to demonstrate the product's suitability and effectiveness for all skin types, not to compare races or ethnicities. They do not believe the ad perpetuated negative racial stereotypes or was likely to cause serious offense[1][2][3][4]. However, they have confirmed they will comply with the ASA ruling and not broadcast the ad again.
The voiceover in the ad stated, "To those who might scratch day and night. To those whose skin will feel dried out even by water." The ASA interprets this as suggesting white skin is superior to black skin[1][2][3][4].
This case highlights the sensitivity required in skincare advertising to avoid unintended racial stereotypes[4]. The ASA's ruling suggests that the ad's structure may be interpreted as reinforcing negative racial stereotypes.
Clearcast, an ad approval agency, agrees that the ad demonstrates the product's inclusivity. However, the ASA ruled that the use of different skin colors to portray a "before and after" of the product's use created a juxtaposition of black skin shown as itchy, dry, and cracked, and white skin shown as smoother[1][2][3][4].
The advert must not appear again, as per the ruling by the Advertising Standards Authority (ASA). This decision underscores the importance of careful consideration in advertising, particularly in sensitive areas such as skincare, to ensure that messages are not inadvertently offensive or harmful.
[1] [Source 1] [2] [Source 2] [3] [Source 3] [4] [Source 4]
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