Sanex Ad Depicted Black Skin as Problematic and White Skin as Ideal, Says UK Watchdog ASA
A Sanex shower gel advertisement has been banned in the UK after it was found to suggest that white skin is superior to black skin. The ad, aired in June, sparked complaints for its racial insensitivity and was ruled inappropriate by the Advertising Standards Authority (ASA).
What the Ad Showed
- A Black model was shown with dry, itchy, and cracked skin in the “before” scenes.
- The “after” scenes featured a White model with smooth, hydrated skin.
- A voiceover stated: “To those who might scratch day and night. To those whose skin will feel dried out even by water.”
Why It Was Banned
- The ASA received complaints alleging that the ad reinforced negative stereotypes about people with darker skin tones.
- The authority concluded that the ad’s visual messaging implied white skin is healthier or preferable.
- The contrast between skin tones—problematic versus ideal—was found to be harmful and racially insensitive.
ASA’s Official Ruling
“It was the black skin, depicted in association with itchy and dry skin, which was shown to be problematic… whereas the white skin, depicted as smoother and cleaner, was shown as successfully changed and resolved.”
- The ad was deemed to breach advertising standards related to racial representation.
- ASA has directed that the ad must not be rebroadcast in its current form.
Colgate-Palmolive’s Response
- Colgate-Palmolive, owner of the Sanex brand, claimed the ad was intended to highlight a neutral before-and-after transformation, not racial superiority.
- They maintained the aim was to reflect different skin types and to promote inclusivity.
- Clearcast, the UK’s ad vetting body, also supported the ad’s intent as non-racial.
Past Warnings and Ad Bans
The ASA has previously warned advertisers about:
- Body image standards, including use of unhealthily thin models
- Racial and cultural sensitivity in media portrayals
Colgate-Palmolive has faced earlier bans, such as:
- A 2018 toothpaste ad making false “instant repair” claims
- A 2015 Sanex ad with misleading moisturizing benefits
Industry-Wide Trend
Other brands have also pulled ads in response to backlash:
- Swatch and Kraft Heinz removed campaigns over racially or culturally insensitive content.
- The case highlights increasing demand for inclusive and responsible advertising.
The Sanex ad ban is a reminder for global brands to avoid reinforcing harmful stereotypes. Racial sensitivity, inclusive visuals, and responsible messaging are no longer optional—they are essential.
