A TV advert for Sanex shower gel has been banned for reinforcing an offensive racial stereotype, a watchdog has said.
The Advertising Standards Authority (ASA) ruled that the advert, seen in June, must not appear again.
It received two complaints that the ad perpetuated the racial stereotypes that black skin was “problematic” and that white skin was “superior”.
The ad included a voiceover that said: “To those who might scratch day and night. To those whose skin will feel dried out even by water.”
The voiceover was accompanied by scenes of a black woman with red scratch marks and another covered with a cracked, clay-like material.
Later, the ad showed scenes of a white woman taking a shower with the product, and a voiceover said: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24-hour hydration feel.”
The advert finished with on-screen text and the voiceover stating: “Relief could be as simple as a shower.”
The ASA ruled the use of different skin colours to portray a “before and after” of the product’s use created a juxtaposition of black skin shown as itchy, dry and cracked, and white skin shown as smoother.
Colgate-Palmolive, which owns the Sanex brand, said the ad’s use of diverse models was to show its product was suitable and effective for all, rather than as a comparison based on race or ethnicity.
The company therefore believed the ad did not reinforce negative racial stereotypes and was not likely to cause serious or widespread offence.
This was echoed by Clearcast, an agency which approves or rejects ads for broadcast on television, which added that the ad demonstrated the product’s inclusivity.
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But the ASA said the ad was “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”.
“We considered that could be interpreted as suggesting that white skin was superior to black skin,” it added.
The ASA continued: “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 has been approached for comment.
