A television advertisement for Sanex shower gel has been banned in the UK due to its promotion of colorism, or the discrimination or prejudice against individuals with darker skin tones. The ad was perceived as racist for suggesting that dark skin is a problem and light skin is preferable. The Advertising Standards Authority (ASA) took action after receiving complaints that the ad reinforced negative stereotypes about people with darker skin.
The advertisement, which was released in June, showed a Black woman scratching her body, with red marks visible, and another woman appearing covered in a dry, cracked substance. The voiceover said, “For those who itch day and night. For those whose skin dries up even with water.”
The ad then depicted a white woman using the shower gel. The voiceover stated, “Take a shower with the new Sanex Skin Therapy and its patented amino acid complex. Experience 24-hour hydration.” The ad concluded with the statement, “Relief from a shower can be just as easy.”