Sanex shower gel ad ban issued in UK over racial stereotypes. ASA found the ad suggested white skin was superior, breaching harmful content rules

Sanex shower gel ad ban has been issued by Britain’s Advertising Standards Authority (ASA) after the watchdog ruled that a recent commercial implied white skin was superior to black skin.

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The advert, created by US consumer goods giant Colgate-Palmolive, received backlash for its depiction of racial stereotypes.

The ASA confirmed it received two complaints about the ad, which aired in June. It showed two Black models struggling with itchy, dry skin—presented as “problematic”—contrasted with a white model whose skin appeared smooth and healthy.

“We considered that could be interpreted as suggesting that white skin was superior to black skin,” the ASA said in a statement released Wednesday.

The regulator concluded that the commercial breached rules prohibiting harmful or offensive advertising and ordered that it must not appear again in its current form.

Colgate-Palmolive defended the ad, claiming it was a “before and after” scenario meant to demonstrate the product’s effectiveness for all skin types, not to make a racial comparison.

However, ASA emphasized that the impact of the message outweighed the intention, noting that advertisers must avoid causing serious offence—especially on grounds of race.

“We acknowledged the message was likely unintentional,” ASA said, “but companies must ensure ads do not perpetuate negative stereotypes.”

Colgate-Palmolive did not respond to a request for comment from AFP.

The Sanex shower gel ad ban highlights growing sensitivity in the advertising industry toward racial representation and bias.

ASA’s swift action reinforces the importance of inclusive messaging and responsible creative direction in marketing campaigns.

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The regulator has urged brands to review their content more critically and avoid content that might inadvertently reinforce harmful assumptions or social divisions.

Source: Read more at thisdaylive.com