A Sanex shower gel advertisement has been banned by the Advertising Standards Authority for promoting an offensive racial stereotype. The ASA determined the ad suggested black skin was 'problematic' while implying white skin was 'superior'. Complaints about the advertisement highlighted its negative portrayal of darker skin tones, particularly featuring scenes of a black woman with red scratch marks, contrasted with a white woman using the product. The ad's messaging and imagery prompted regulatory action after it aired in June, reflecting public sensitivity to racial representation in advertising.
The Advertising Standards Authority has banned a Sanex shower gel advertisement for reinforcing an offensive racial stereotype, suggesting that black skin is 'problematic' and white skin is 'superior'.
The ASA ruled the ad must not air again due to two complaints that it perpetuated negative stereotypes about darker skin tones, showcasing scenes of a black woman with red scratch marks.
Colgate-Palmolive, which owns Sanex, is addressing concerns following the ad's portrayal, where it contrasted a black woman's experience with problematic skin against a white woman's positive experience with the product.
The banned advertisement included problematic messaging, where a black woman was depicted in a negative light, leading to public outcry and regulatory action from the ASA.
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