Shower gel ad banned over offensive racial stereotype

A Sanex shower gel advert has been banned by the Advertising Standards Authority (ASA) for reinforcing an offensive racial stereotype.

- JOSIE CLARKE

The watchdog ruled that the ad, which suggested Black skin was “problematic” and white skin “superior”, must not air again. This followed two complaints that it perpetuated negative stereotypes about darker skin tones.

The ad, broadcast in June, included a voiceover that said: “To those who might scratch day and night. To those whose skin will feel dried out even by water,” alongside scenes of a Black woman with red scratch marks and the body of a Black person whose torso is covered with a cracked clay-like material.

After this, there are scenes of a white woman taking a shower with the product. The ad then stated: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24-hour hydration feel.”

The ad ended with onscreen text and the voiceover stating: “Relief could be as simple as a shower.”