Reform MP's claim about adverts full of black and Asian people' omits profitability for companies

"It is true that since 2020 there has been a noticeable increase in representation of black people in UK adverts. Data from Channel 4's Mirror on the Industry report showed there was a surge of representation after the Black Lives Matter protests in 2020, when many industries including advertising were criticised for poor representation. In 2020, 37% of adverts featured black people; that number increased to 45% in 2021 and 51% in 2022 before a decline in 2023 to 49%."

"Post BLM, black people remain the best represented group in advertising relative to their population size, but brands can still become unstuck when it comes to how they are depicted. Last year Heinz was criticised over two adverts after accusations that they perpetuated racist tropes. One featured a wedding scene where a black bride's father was absent, which was accused of reinforcing harmful stereotypes about black dads, while another included artwork that was criticised for seeming to depict digital blackface."

Sarah Pochin claimed she was driven mad by adverts full of Black and Asian people and later apologised for poorly phrased comments. The prime minister described the remarks as racist views. Channel 4's Mirror on the Industry data recorded Black representation in UK adverts rising from 37% in 2020 to 45% in 2021 and 51% in 2022, falling to 49% in 2023. The 2021 census shows Black people make up 4% of the population of England and Wales. Brands have faced criticism for portrayals, including Heinz adverts accused of perpetuating stereotypes and a Sanex ad banned by the ASA for suggesting Black skin is problematic and white skin superior.

Read at www.theguardian.com