UK Watchdog Bans Sanex Ad Over Racist Stereotypes

By Jerry Williams

Britain’s advertising watchdog has banned a Sanex shower gel commercial after ruling it portrayed Black skin as “problematic” while presenting white skin as “superior.”

The Advertising Standards Authority (ASA) took swift action on Wednesday following two public complaints about the TV ad, which aired in June. The commercial, created for the Colgate-Palmolive-owned brand, featured two Black models shown with itchy, dry skin, in contrast to a white model portrayed with smooth, healthy skin.

According to the ASA, the ad reinforced harmful stereotypes by associating negative skin conditions with darker skin tones. “We considered that could be interpreted as suggesting that white skin was superior to Black skin,” the regulator stated.

In response, the ASA declared that the advert breached guidelines against harmful or offensive content and ordered that it must not be broadcast again.