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A television advertisement for Sanex shower gel has been banned after the United Kingdom's Advertising Standards Authority (ASA) determined it perpetuated harmful racial stereotypes. The commercial depicted darker-skinned models as having cracked, itchy, and dry skin, contrasted with a white model portrayed as flawless and healthy, a representation that watchdogs concluded could imply white skin was superior.
The advert, which aired in June, opened with a dark-skinned model scratching their body and leaving bright orange streaks across their skin, followed by another darker-skinned model appearing with cracked, clay-like textures symbolizing extreme dryness. In contrast, a white model was then shown showering with smooth, problem-free skin, accompanied by a voiceover promoting the product's hydration benefits. The ad ended with the tagline, "Relief could be as simple as a shower."
Two formal complaints were filed, arguing that the imagery reinforced stereotypes of Black skin as inherently unhealthy compared to white skin. The ASA upheld the complaints, ruling that the contrast in portrayal suggested racial superiority. The ruling stated, "The white skin, depicted as smoother and clean after using the product, was shown successfully changed and resolved... We considered that could be interpreted as suggesting that white skin was superior to black skin."
Colgate-Palmolive, the parent company of Sanex, defended the advert by insisting that the models were chosen to represent a variety of skin types and not to compare races. The company explained that the imagery was intended to demonstrate conditions such as dryness and itchiness in a stylized, artistic way, not to disparage darker skin tones.
Clearcast, the body responsible for approving ads for UK television, also supported the campaign at the time of its broadcast, arguing that the representations were not intended to be racially charged but rather to emphasize common skin issues in a metaphorical style.
However, the ASA concluded that regardless of intent, the advert risked causing serious offence on the basis of race and has been banned from reappearing in its current form. The regulator also issued a warning to Colgate-Palmolive to ensure its future advertising avoids similar harmful messaging.
In response, Sanex acknowledged the ruling, reiterating its commitment to diversity and its mission to promote skin health for all people.
