A television commercial for Sanex shower gel has been banned in the UK for its portrayal of skin tones and promotion of colorism. The ad, which was deemed racist, implied that darker skin is problematic and that lighter skin is more desirable. The Advertising Standards Authority (ASA) took action after receiving complaints that the ad perpetuated negative stereotypes about people with dark skin.
The advertisement, which was released in June, featured a Black woman scratching her body, revealing red marks. Another woman was shown covered in a substance that resembled dry, cracked earth. The voiceover stated, “For those who itch day and night. For those whose skin dries up even with water.”
Later, a white woman was shown using the shower gel. The voiceover said, “Take a shower with the new Sanex Skin Therapy and its patented amino acid complex. Experience 24-hour hydration.” The ad ended with the message, “Relief from a shower can be just as easy.”