(qlmbusinessnews.com . Wed 20th Aug, 2025) London, UK —
Colgate-Palmolive's Shower Gel Advert Draws ASA's Ire Over Racial Depictions
A television advertisement for Sanex shower gel has been banned in the United Kingdom after the Advertising Standards Authority (ASA) ruled it reinforced racial stereotypes by depicting black skin as cracked and itchy, contrasting with white skin shown as smooth and problem-free.
The contentious advert featured two models with darker skin, one suffering from itchy skin and the other plagued by dryness, followed by imagery of a white woman showering, her skin untouched by any such issues.
Responding to two complaints, the ASA found that the visual comparison implied a superiority of white skin over black skin, a suggestion the authority deemed unacceptable.
Colgate-Palmolive, the parent company of Sanex, defended the advert, explaining that the use of models from diverse backgrounds was in line with its commitment to showcasing diversity and was meant to illustrate a “before and after” effect achievable with their product, rather than to draw comparisons between different races or ethnicities.
The advert, which aired on TV in June, visually depicted a model with dark skin scratching at their skin to reveal bright orange streaks, followed by another dark-skinned model covered in a cracked, clay-like substance. In stark contrast, a white model was shown enjoying a shower without any indication of skin problems.
Despite the company's intentions, the ASA's ruling highlighted the depiction of the white model's skin as smooth and clean post-use of the product, interpreting it as an insinuation of racial superiority in skin condition.
Colgate-Palmolive was warned by the ASA to be mindful of racial sensitivities in future advertising to avoid causing serious offence.
Clearcast, the body responsible for vetting ads before their television broadcast, argued that the advert did not perpetuate negative racial stereotypes, noting that the depictions of the models with darker skin were stylised and focused on demonstrating skin dryness rather than highlighting skin tone.
In response to the ruling, a Sanex spokesperson stated, “We acknowledge the ASA Council's decision. Our advertisement sought to demonstrate how our Skin Therapy range benefits healthy skin across various skin types. At Sanex, we are dedicated to promoting skin health for everyone, a commitment reflected in our brand communications.”
The ASA's decision underscores the importance of sensitivity and awareness in advertising, particularly when involving representations of race and ethnicity.
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