The advert for the Sanex product, which appeared on TV in June, featured two models with dark skin and one model with white skin
An advert for Sanex shower gel has been banned for reinforcing a racial stereotype. The advert, which appeared on TV in June, featured two models with dark skin and one model with white skin.
One of the models with dark skin had itchy skin, while the other had dry skin. The model with white skin had no skin issues. A voiceover said: “To those who might scratch day and night. To those whose skin will feel dried out even by water.”
One of the women with dark skin could be seen with red scratch marks, while the other was covered with a cracked clay-like material.
As the scene changes to the model with white skin, taking a shower, the voiceover continued: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24-hour hydration feel.”
The tagline for the advert was: “Relief could be as simple as a shower.” The Advertising Standards Agency (ASA) upheld two complaints about the advert, which it said could “reinforce the negative and offensive racial stereotype that black skin was problematic and that white skin was superior”.
The ASA said it accepted that this message was not intentional, but added: “We concluded that the ad included a racial stereotype and was therefore likely to cause serious offence. The ad breached BCAP Code rule 4.2 (Harm and offence).”
Colgate-Palmolive, the parent company of Sanex, said it used models with different skin colours as part of its commitment to diversity. Clearcast, which approves or rejects ads for broadcast on television, said the ad did not perpetuate negative racial stereotypes and instead demonstrated the product’s inclusivity.
The full ruling from the ASA reads: “The BCAP Code required marketers to ensure that ads did not contain anything that was likely to cause serious or widespread offence, with particular care to be taken to avoid causing offence on grounds of various characteristics, including race.
“The ad featured two models with black skin and one model with white skin. The ASA accepted that the use of the different skin colours was a means of portraying a ‘before and after’ of the product’s use, which created a juxtaposition of black skin shown as itchy, dry and cracked in the ‘before’ scenes, and white skin shown as smoother skin in the ‘after’ scenes.
“The ad was therefore structured in such a way that it was the black skin, depicted in association with itchy and dry skin, which was shown to be problematic and uncomfortable, whereas the white skin, depicted as smoother and clean after using the product, was shown successfully changed and resolved.
“We considered that could be interpreted as suggesting that white skin was superior to black skin. Although we understood that this message was not the one intended and might appear coincidental or pass unnoticed by some viewers, we considered that the ad was likely to reinforce the negative and offensive racial stereotype that black skin was problematic and that white skin was superior.”
A spokesperson from 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.”