Sanex Shower Gel Ad Banned for Racial Stereotype Reinforcement

A Sanex shower gel advert has been banned for reinforcing a racial stereotype by depicting dark skin as cracked and itchy, while white skin is shown as smooth. The Advertising Standards Authority (ASA) upheld complaints that the ad suggested white skin was superior to black skin. Colgate-Palmolive, the owner of Sanex, said it used models with different skin colors to show the effectiveness of its products. The ASA ruled the ad breached its broadcast code and banned it from being shown again in the same format.

The Advertising Standards Authority (ASA) has ruled that a Sanex shower gel advertisement is to be banned for perpetuating racial stereotypes. The ad, which was broadcast in June 2025, depicted a black woman with red scratch marks and another with cracked clay-like material, indicating skin dryness and irritation. In contrast, a white woman was shown with smooth skin after using the product. The ASA concluded that the ad suggested white skin was superior to black skin, which is offensive and contrary to its broadcast code.

Colgate-Palmolive, the owner of Sanex, stated that the ad was intended to show the product's effectiveness for all skin types, not to make racial comparisons. However, the ASA found that the ad's visuals and voiceover could be interpreted as promoting a racial stereotype, leading to the ban. The ASA has instructed Colgate-Palmolive to ensure no similar ads are shown again.

This decision underscores the importance of inclusive and non-stereotypical advertising practices. It also highlights the ASA's role in maintaining high ethical standards in advertising, particularly concerning issues of race and ethnicity.

References:
[1] https://ca.news.yahoo.com/sanex-shower-gel-ad-banned-230100792.html
[2] https://www.marketingweek.com/sanex-ad-banned-racial-stereotyping/