Sanex Advert Banned for Racial Stereotype

A TV advert for Sanex shower gel, owned by Colgate-Palmolive, was banned by the United Kingdom — Advertising Standards Authority (ASA) in the United Kingdom. The ASA received complaints that the advert perpetuated the racial stereotype that black skin was 'problematic' and white skin was 'superior'. The advert depicted black women with itchy, dry, and cracked skin, followed by a white woman showering with the product, whose skin appeared smooth and clean. Despite Colgate-Palmolive and Clearcast defending the advert as promoting diversity and inclusivity, the ASA ruled that the ad's structure reinforced negative racial stereotypes and was likely to cause serious offense. The ASA has instructed Colgate-Palmolive not to show the advert again in its current form.