Sanex bathe gel advert banned over racial stereotype

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Your assist makes all of the distinction. Learn extra A Sanex bathe gel tv commercial has been banned by the Promoting Requirements Authority (ASA) for reinforcing an offensive racial stereotype.

The watchdog dominated the advert, which advised black pores and skin was "problematic" and white pores and skin "superior", should not air once more.

This adopted two complaints that it perpetuated unfavourable stereotypes about darker pores and skin tones.

The advert, seen in June, included a voiceover that stated: “To those that would possibly scratch day and evening. To these whose pores and skin will really feel dried out even by water,” alongside scenes of a black lady with purple scratch marks and one other lined with a cracked clay-like materials.

Alongside scenes of a white lady having a shower with the product, the advert then acknowledged: “Attempt to take a bathe with the brand new Sanex pores and skin remedy and its patented amino acid advanced. For twenty-four hour hydration really feel.”

<img src="https://static.independent.co.uk/2025/08/19/15/16/sanexshowergeladban2.jpeg" srcset="https://static.independent.co.uk/2025/08/19/15/16/sanexshowergeladban2.jpeg?quality=75&width=320&auto=webp 320w, https://static.independent.co.uk/2025/08/19/15/16/sanexshowergeladban2.jpeg?quality=75&width=640&auto=webp 640w" loading="lazy" alt="In one section a black woman was shown covered in a cracked, clay-like material" class="sc-1mc30lb-0 ggpMaE inline-gallery-btn"/> open picture in gallery

In a single part a black lady was proven lined in a cracked, clay-like materials (ASA) The advert ended with on-screen textual content and the voiceover stating: “Reduction may very well be so simple as a bathe.”

Colgate-Palmolive, which owns the Sanex model, stated the depiction of numerous fashions within the advert, both experiencing pores and skin discomfort or post-product aid, was proven in a “earlier than and after” state of affairs to indicate their product was appropriate and efficient for all, somewhat than as a comparability based mostly on race or ethnicity.

On that foundation, it believed the advert didn't perpetuate unfavourable racial stereotypes and was not prone to trigger severe or widespread offence.

Clearcast, which approves or rejects advertisements for broadcast on tv, stated the advert didn't perpetuate unfavourable racial stereotypes and as an alternative demonstrated the product’s inclusivity.

The company stated one mannequin with darker pores and skin was depicted in a “stylised and unrealistic method” to exhibit dryness, however her pores and skin tone was in any other case not a focus.

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A second mannequin, additionally with darker pores and skin, was proven with itchy pores and skin, however this was portrayed via scratching visibly wholesome pores and skin and the ensuing marks, and was due to this fact extra about sensation than any seen pores and skin situation.

The ASA stated the usage of completely different pores and skin colors was a method of portraying a “earlier than and after” of the product’s use, which created a juxtaposition of black pores and skin proven as itchy, dry and cracked within the “earlier than” scenes, and white pores and skin proven as smoother pores and skin within the “after” scenes.

<img src="https://static.independent.co.uk/2025/08/19/15/37/sanexshowergeladban3.jpeg" srcset="https://static.independent.co.uk/2025/08/19/15/37/sanexshowergeladban3.jpeg?quality=75&width=320&auto=webp 320w, https://static.independent.co.uk/2025/08/19/15/37/sanexshowergeladban3.jpeg?quality=75&width=640&auto=webp 640w" loading="lazy" alt="In another scene, a black woman is shown with red scratch marks over their body" class="sc-1mc30lb-0 ggpMaE inline-gallery-btn"/> open picture in gallery

In one other scene, a black lady is proven with purple scratch marks over their physique (ASA) The watchdog stated: “The advert was due to this fact structured in such a method that it was the black pores and skin, depicted in affiliation with itchy and dry pores and skin, which was proven to be problematic and uncomfortable, whereas the white pores and skin, depicted as smoother and clear after utilizing the product, was proven efficiently modified and resolved.

“We thought-about that may very well be interpreted as suggesting that white pores and skin was superior to black pores and skin.”

The ASA added: “Though we understood that this message was not the one supposed and would possibly seem coincidental or go unnoticed by some viewers, we thought-about that the advert was prone to reinforce the unfavourable and offensive racial stereotype that black pores and skin was problematic and that white pores and skin was superior.