🚫 BANNED: Sanex Shower Gel Ad for Racial Stereotype 🚿
In a recent decision, the Advertising Standards Authority (ASA) has banned a Sanex shower gel TV ad, claiming it reinforced harmful racial stereotypes. The controversy stems from a portrayal that seemed to suggest black skin is “problematic” compared to “superior” white skin.
So here’s the scoop: The ad, aired in June, depicted a black woman with dry and itchy skin, juxtaposed with scenes of a white woman enjoying smooth, hydrated skin post-shower using Sanex’s product. ASA said the ad’s structure unintentionally implied that the issues of itchiness and dryness were primarily associated with black skin, presenting white skin as the ideal result post-product use.
Colgate-Palmolive, the company behind Sanex, argued the ad was meant to highlight inclusivity and the effectiveness of their product for all skin types, without intentions of racial comparisons. They stressed that the ad featured diverse models to show the product’s benefits universally. However, the ASA maintained that the depiction risked reinforcing negative stereotypes and could cause serious offence.
Despite Clearcast’s approval, ASA’s conclusion led to the ad’s removal, urging brands to tread carefully in future to avoid similar issues.
What are your thoughts on this advertising misstep? 📺🧴 Let’s chat in the comments!