Sanex Shower Gel Ad Banned for Reinforcing Racial Stereotypes
In This Article
HIGHLIGHTS
- The Advertising Standards Authority (ASA) banned a Sanex shower gel ad for reinforcing racial stereotypes by depicting black skin as problematic.
- The ad showed models with dark skin experiencing skin issues, while a white model appeared with smooth skin, suggesting racial superiority.
- Colgate-Palmolive, owner of Sanex, argued the ad aimed to demonstrate product effectiveness for all skin types, not to compare ethnicities.
- Clearcast, which approves TV ads, defended the ad's portrayal as inclusive, but the ASA ruled it could cause serious racial offence.
- The ASA has urged advertisers to avoid using images that could perpetuate negative stereotypes or cause offence.
A television advertisement for Sanex shower gel has been banned in the UK after the Advertising Standards Authority (ASA) ruled it perpetuated racial stereotypes by suggesting black skin is problematic compared to white skin. The ad, which aired in June, depicted models with dark skin experiencing issues such as itchiness and dryness, followed by a white model with smooth, problem-free skin.
Controversial Ad Content
The advertisement featured a voiceover addressing those with itchy and dry skin, accompanied by visuals of a black woman with red scratch marks and another covered in a cracked, clay-like material. The scene then shifted to a white woman showering with Sanex, her skin appearing smooth and healthy. The tagline, "Relief could be as simple as a shower," implied the product's efficacy in resolving skin issues.
Company and Regulator Responses
Colgate-Palmolive, the parent company of Sanex, defended the ad, stating it was intended to showcase the product's suitability for all skin types and was not meant to compare ethnicities. Clearcast, the body responsible for approving TV ads, supported this view, arguing that the ad demonstrated inclusivity. However, the ASA concluded that the ad's structure suggested black skin was inherently problematic, reinforcing negative racial stereotypes.
ASA's Ruling and Broader Implications
The ASA's decision emphasized the importance of avoiding racial insensitivity in advertising. The regulator instructed Colgate-Palmolive to refrain from airing the ad in its current form, highlighting the need for advertisers to be mindful of the potential for causing serious offence. This ruling comes amid broader calls for advertisers to avoid using images that promote unhealthy or idealized body standards.
WHAT THIS MIGHT MEAN
The ASA's ruling against the Sanex shower gel ad underscores the ongoing challenges advertisers face in balancing creativity with cultural sensitivity. Moving forward, companies like Colgate-Palmolive may need to implement more rigorous review processes to ensure their marketing materials do not inadvertently perpetuate harmful stereotypes. This incident could prompt a broader industry reflection on diversity and representation in advertising, potentially leading to more inclusive and thoughtful campaigns. As the advertising landscape evolves, brands may increasingly seek input from diverse voices to avoid similar controversies and foster a more inclusive narrative.
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Sanex Shower Gel Ad Banned for Reinforcing Racial Stereotypes
In This Article
Maya Singh| Published HIGHLIGHTS
- The Advertising Standards Authority (ASA) banned a Sanex shower gel ad for reinforcing racial stereotypes by depicting black skin as problematic.
- The ad showed models with dark skin experiencing skin issues, while a white model appeared with smooth skin, suggesting racial superiority.
- Colgate-Palmolive, owner of Sanex, argued the ad aimed to demonstrate product effectiveness for all skin types, not to compare ethnicities.
- Clearcast, which approves TV ads, defended the ad's portrayal as inclusive, but the ASA ruled it could cause serious racial offence.
- The ASA has urged advertisers to avoid using images that could perpetuate negative stereotypes or cause offence.
A television advertisement for Sanex shower gel has been banned in the UK after the Advertising Standards Authority (ASA) ruled it perpetuated racial stereotypes by suggesting black skin is problematic compared to white skin. The ad, which aired in June, depicted models with dark skin experiencing issues such as itchiness and dryness, followed by a white model with smooth, problem-free skin.
Controversial Ad Content
The advertisement featured a voiceover addressing those with itchy and dry skin, accompanied by visuals of a black woman with red scratch marks and another covered in a cracked, clay-like material. The scene then shifted to a white woman showering with Sanex, her skin appearing smooth and healthy. The tagline, "Relief could be as simple as a shower," implied the product's efficacy in resolving skin issues.
Company and Regulator Responses
Colgate-Palmolive, the parent company of Sanex, defended the ad, stating it was intended to showcase the product's suitability for all skin types and was not meant to compare ethnicities. Clearcast, the body responsible for approving TV ads, supported this view, arguing that the ad demonstrated inclusivity. However, the ASA concluded that the ad's structure suggested black skin was inherently problematic, reinforcing negative racial stereotypes.
ASA's Ruling and Broader Implications
The ASA's decision emphasized the importance of avoiding racial insensitivity in advertising. The regulator instructed Colgate-Palmolive to refrain from airing the ad in its current form, highlighting the need for advertisers to be mindful of the potential for causing serious offence. This ruling comes amid broader calls for advertisers to avoid using images that promote unhealthy or idealized body standards.
WHAT THIS MIGHT MEAN
The ASA's ruling against the Sanex shower gel ad underscores the ongoing challenges advertisers face in balancing creativity with cultural sensitivity. Moving forward, companies like Colgate-Palmolive may need to implement more rigorous review processes to ensure their marketing materials do not inadvertently perpetuate harmful stereotypes. This incident could prompt a broader industry reflection on diversity and representation in advertising, potentially leading to more inclusive and thoughtful campaigns. As the advertising landscape evolves, brands may increasingly seek input from diverse voices to avoid similar controversies and foster a more inclusive narrative.
Images from the Web
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