Archive · 21 Aug 2025
Sanex Ad Banned for Suggesting Racial Skin Bias
A commercial for Sanex shower gel was banned in the UK because it showed a Black model with skin problems, followed by a White model with clear skin.
The advertising watchdog said the ad suggested white skin was better.
Although the company said they meant to show how well their product works, the ad was pulled because it could be seen as racially insensitive.
A Sanex shower gel advertisement was banned in the UK.
The ASA received complaints that the ad reinforced negative stereotypes about people with darker skin.
The ad showed a Black model with skin issues, contrasting with a White model.
The ASA ruled the ad suggested White skin was superior to Black skin and was offensive.
Colgate-Palmolive argued the ad showed a "before and after" effect and aimed for inclusivity.
- Who
- Advertising Standards Authority (ASA) and Colgate-Palmolive.
- What
- An advertisement for Sanex shower gel was banned in the UK.
- When
- The ad aired in June and was banned by August.
- Where
- United Kingdom
- Why
- The ad was seen as racially insensitive and reinforced negative stereotypes.
Advertising Standards Authority
Colgate-Palmolive
Intent vs. Impact
Advertising Standards Authority
The ad associated Black skin with problems, which led to the conclusion that white skin was superior.
Colgate-Palmolive
The ad was intended to show the product's effectiveness across various skin types, not to focus on race or ethnicity.
- Company
- Colgate-Palmolive
- Product
- Sanex shower gel
- Regulator
- Advertising Standards Authority (ASA)
- Reason for Ban
- Reinforcement of negative racial stereotypes
- Offending Content
- Ad suggesting White skin as superior to Black skin
