Sanex Shower Gel Ad Banned for Racial Stereotype in UK

The Advertising Standards Authority (ASA) has banned a Sanex shower gel TV advertisement for reinforcing an offensive racial stereotype by depicting black skin as problematic and white skin as superior. The ad showed black women with red scratch marks and cracked, dry skin, while a white woman was portrayed with smooth, healthy skin after using the product, creating a 'before and after' contrast that the ASA found problematic. Colgate-Palmolive, Sanex's parent company, argued that the ad intended to show the product's effectiveness for all skin types rather than a racial comparison, a stance supported by Clearcast, the ad approval agency. However, the ASA concluded that the juxtaposition of skin tones in the ad perpetuated negative stereotypes about darker skin and suggested white skin was preferable. The watchdog ruled the ad must not be broadcast again in the same format and warned Colgate-Palmolive to avoid similar issues in the future. The ban highlights ongoing sensitivities around racial representation in advertising and the importance of avoiding unintended racial implications.