Sanex shower gel advert banned over 'offensive racial stereotype'

A TV advert for Sanex shower gel has been banned over an “offensive racial stereotype”, the advertising watchdog has said.

The advert, which aired in June, showed a black woman with red scratch marks and covered in clay-like material before cutting to a scene of a white woman showering.

The Advertising Standards Authority (ASA) has ruled the advert must not appear again, finding viewers could interpret it as suggesting that “white skin was superior to black skin”.

The watchdog received two complaints about the content.

A screenshot of the Sanex advert which has been pulled from air. / Credit: PA

“The ad was therefore structured in such a way that it was the black skin, depicted in association with itchy and dry skin, which was shown to be problematic and uncomfortable, whereas the white skin, depicted as smoother and clean after using the product, was shown successfully changed and resolved,” the watchdog said.

“Although we understood that this message was not the one intended and might appear coincidental or pass unnoticed by some viewers, we considered that the ad was likely to reinforce the negative and offensive racial stereotype that black skin was problematic and that white skin was superior.

“We concluded that the ad included a racial stereotype and was therefore likely to cause serious offence.”

Colgate-Palmolive, which owns the Sanex brand, said it did not believe the advert perpetuated negative racial stereotypes nor was it likely to cause serious offence.

It said the depiction of diverse models in the advert was designed to show the product was suitable and effective for all and was not a comparison based on race or ethnicity.

Clearcast, which approves or rejects adverts for broadcast on television, agreed with Colgate-Palmolive, saying this advert did not perpetuate negative racial stereotypes and instead demonstrated the product’s inclusivity.