The UK has banned a television advertisement for Sanex shower gel. The ban was imposed due to the ad’s perceived racist undertones. The advertisement presented the idea that having dark skin is a problem, and lighter skin is ‘better.’ The Advertising Standards Authority (ASA) took action after receiving two complaints about the ad, which alleged it promoted negative stereotypes about people with darker skin.
The ad, published in June, depicted a Black woman scratching her body, with red marks appearing on her skin, and another woman covered in what resembled dirt. The voiceover stated, “For those who itch day and night. For those whose skin dries up even with water.”
Subsequently, the ad showed a white woman using the shower gel. The voiceover continued, “Take a shower with the new Sanex Skin Therapy and its patented amino acid complex. Experience 24-hour hydration.” The ad concluded with the words, “Relief from a shower can be just as easy.”
