Sanex Shower Gel Advert Banned Over Concerns of Racial Stereotyping

A television advert for Sanex shower gel has been pulled from broadcast after the UK’s advertising watchdog ruled it reinforced harmful racial stereotypes.

The Advertising Standards Authority (ASA) found that the commercial, which aired in June, portrayed black skin as dry, cracked and itchy, while showing white skin as smooth and problem-free. The regulator upheld two complaints, saying the contrast could be seen as implying that white skin was superior to black skin.

In the ad, a black model is shown scratching their body, leaving bright orange streaks, while another with darker skin appears covered in cracked, clay-like material. A voiceover describes skin that feels dry and irritated. The sequence then cuts to a white woman showering, with no visible issues shown, as the narrator introduces Sanex’s “skin therapy” range with a patented amino acid complex, promising “24-hour hydration.”

Colgate-Palmolive, the parent company of Sanex, defended the advert, stating it was designed to demonstrate different skin conditions rather than make comparisons between ethnicities. The company said the use of diverse models reflected its commitment to inclusivity and that the “before and after” concept was central to its campaign.

However, the ASA concluded the imagery risked conveying “a message that white skin was healthier or more desirable,” and ruled that the ad could not be broadcast again in its current form. The watchdog acknowledged that the message was not deliberate but cautioned Colgate-Palmolive to avoid content that could cause serious racial offence in future.

Clearcast, the body responsible for vetting TV adverts in the UK, argued that the imagery was stylised and intended to highlight dryness and irritation rather than racial differences.

Responding to the ruling, Sanex told the BBC: “We take note of the ASA Council’s decision. 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.”