Sanex shower gel ad banned after backlash over racial stereotyping claims

A Sanex advert has been banned for reinforcing a negative racial stereotype.

Originally broadcast in June, the ad promoting its shower gel has since been banned by the Advertising Standards Authority (ASA) for perpetuating racial stereotypes.

It portrays two black models depicted as having skin problems, followed by a white woman with no skin problems.

One model with dark skin is portrayed as having an itchy skin condition, using orange paint marks to indicate that they are scratching their skin.

The other model is shown as having dry skin represented by a cracked, clay-like substance covering their body.

These are accompanied by a voiceover saying: “To those who might scratch day and night. To those whose skin will feel dried out even by water.”

This is then contrasted with a white model in the shower, with water and soap covering her skin, portrayed as having no visible skin issues, but instead clean and healthy skin.

Over this is a voiceover: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24-hour hydration feel.”

The ad ends with the tagline: “Relief could be as simple as a shower.”

Clearcast, which reviews television adverts that are broadcast, expressed that it thought the ad did not reinforce racist stereotypes as focus on the skin tones of the models was not the point of the ad and, instead, demonstrated the brand’s inclusivity.

However, the ASA voiced how “The white skin, depicted as smoother and clean after using the product, was shown successfully changed and resolved,” and therefore, “could be interpreted as suggesting that white skin was superior to black skin.”

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Sanex told the BBC: “We take note of the ASA Council’s ruling. Our advert was intended to highlight how our Skin Therapy range supports healthy skin across a variety of skin types.”

“At Sanex, our mission is to champion skin health for all, which is portrayed across our brand communications.”

However, the ASA banned the advert and warned Colgate-Palmolive to “ensure they avoided causing serious offence on the grounds of race,” but they understood that “this message was not the one intended.”

Featured image via YouTube