UK Ad Watchdog Bans Sanex TV Spot for Racial Stereotyping

The UK’s Advertising Standards Authority on 20 August banned a television advertisement for Sanex shower gel, finding that it perpetuated a negative racial stereotype by implying that black skin is problematic while white skin is superior. The 30-second spot, aired in June, showed a Black woman scratching irritated skin and another with visibly dry skin before cutting to a white woman showering with Sanex Skin Therapy. A voice-over claimed the product provides 24-hour hydration and concluded, "The relief can be as simple as a shower," a sequencing the regulator said positioned white skin as the solution. Colgate-Palmolive, which owns Sanex, told the watchdog its intention was to portray diverse skin types and that any offense was unintentional. The company said it "takes note" of the decision and reiterated its commitment to diversity in marketing.