Sanex Shower Gel Ad Banned by UK Advertising Watchdog Over Racial Undertones

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The UK’s Advertising Standards Authority (ASA) has banned a television commercial for Sanex shower gel, ruling that the advertisement “could be interpreted as suggesting that white skin was superior to black skin.”

The controversial ad, which aired in June, opened with two Black women depicted with visible skin discomfort – one with red scratch marks, another appearing covered in cracked, clay-like texture. A voiceover ominously intoned: “To those who might scratch day and night. To those whose skin will feel dried out even by water,” underscoring the imagery of irritated skin.

The ad then shifted abruptly to scenes of a white woman using the product in the shower. Her skin appeared smooth and hydrated, accompanied by the tagline: “Try to take a shower with the new Sanex Skin Therapy and its patented amino acid complex. For 24-hour hydration feel… Relief could be as simple as a shower.”

Although both Colgate-Palmolive (owner of Sanex) and Clearcast (the ad approval body) defended the campaign as demonstrating a “before-and-after” transformation across diverse skin types and promoting inclusivity, the ASA found otherwise.

It determined that the ad’s structure – associating Black skin with “problematic and uncomfortable” conditions and white skin with successful “resolution” – was likely to reinforce a harmful racial stereotype. “We considered that could be interpreted as suggesting that white skin was superior to black skin,” the ASA stated.

Despite accepting that the intent may not have been discriminatory and that some viewers may not interpret the message as such, the ASA concluded the advertisement was “likely to cause serious offence” and therefore must be withdrawn from broadcast in its current form.

In response, Colgate-Palmolive affirmed its purpose to showcase its product’s efficacy for a range of skin types: “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,” the company said.

However, the ASA urged the company to ensure future campaigns avoid causing serious offence on racial grounds. This decision comes amid growing scrutiny by the watchdog over irresponsible advertising practices—including recent rulings against fashion and lifestyle brands for promoting unhealthily thin models or culturally insensitive content.

Context & Implications

The ASA’s decision highlights heightened expectations for sensitivity in marketing narratives – particularly in beauty and personal care advertising.

Brands are increasingly being held accountable not just for their intentions, but also for the potential perceptions and social implications of their messaging.

In this case, a stylistic representation intended as metaphorical skin discomfort has unfortunately intersected with deeply entrenched racial stereotypes, prompting a firm regulatory response.

As consumers and regulators grow more attuned to these dynamics, advertisers must tread carefully – ensuring that creative strategies do not inadvertently echo harmful tropes, even under the banner of diversity or inclusivity.