Summary
A TV ad for Sanex shower gel was banned for showing a racial stereotype where black skin appeared cracked and dry, and white skin looked smooth. The Advertising Standards Authority (ASA) received complaints that the ad suggested white skin was better and banned it from airing again in that form.
Key Facts
- The Sanex ad showed dark-skinned models with skin issues and a white model without problems.
- The ASA upheld complaints that the ad could suggest white skin is superior to black skin.
- Colgate-Palmolive, which owns Sanex, claimed the ad intended to show a "before and after" effect for its product.
- The ad was aired on TV in June and is now banned by the ASA.
- Clearcast, responsible for TV ad approvals, did not find the ad perpetuated negative racial stereotypes.
- Sanex stated the ad aimed to show how their product helps different skin types.
- The ASA warned Colgate-Palmolive to avoid causing racial offense in the future.
