A UK television advertisement for Sanex shower gel has been banned due to its portrayal of black skin as “problematic” and white skin as “superior.” The Advertising Standards Authority (ASA) acted following two complaints that the ad perpetuated negative skin tone stereotypes. Broadcasted in June, the advert featured a voiceover stating, “To those who might scratch day and night. To those whose skin will feel dried out even by water,” alongside imagery of a black woman with red scratch marks and another covered in a cracked clay-like material. The ad transitioned to a white woman using the product and claimed, “Relief could be as simple as a shower.”
Colgate-Palmolive, the $68bn US consumer goods group owning the Sanex brand, argued that their ad did not perpetuate negative racial narratives but instead illustrated the product’s effectiveness across skin types. Clearcast, the body responsible for approving or rejecting television ads, also stated that the ad demonstrated the product’s inclusivity.
However, the ASA contended that the use of different skin colors for “before and after” depiction created a harmful comparison, suggesting that black skin was problematic while white skin, which appeared smoother and cleaner after using the product, was superior. The ASA concluded that the ad was likely to reinforce the negative and offensive stereotype that black skin was problematic and white skin was superior, leading to the ban of the ad in its current form.
Earlier, the ASA urged advertisers to avoid portraying “irresponsible” images of unhealthily thin models, following an increase in complaints about body image in adverts, with the public expressing significant concern over idealized images of women.
Source: https://www.theguardian.com/media/2025/aug/20/shower-gel-ad-uk-ban-black-skin-problematic-watchdog-sanex
