Britain’s Advertising Standards Authority (ASA) has prohibited a Sanex shower gel commercial, produced by Colgate-Palmolive, after determining that it portrayed black skin as “problematic” while implying white skin was “superior.”
The decision followed two complaints that the television ad, which aired in June, reinforced damaging stereotypes against people with darker complexions.
In the commercial, two black models were shown struggling with “itchy and dry skin which was shown to be problematic,” while a white model appeared with flawless skin.
“We considered that could be interpreted as suggesting that white skin was superior to black skin,” ASA said in its ruling.
The watchdog concluded the advert violated standards prohibiting harmful or offensive messaging and ordered that it must not be broadcast again.
Colgate-Palmolive explained to the regulator that the campaign had intended to show a “before and after” transformation highlighting that the product worked for all skin types, and was not meant as a racial comparison.
The company did not provide a response when contacted by AFP.
While acknowledging there was no deliberate intention to discriminate, the ASA stressed the importance of caution, warning Colgate-Palmolive to “ensure they avoided causing serious offence on the grounds of race.”
