UK authority prohibits advertisement of shower gel for perpetuating racial prejudices
The UK Advertising Standards Authority (ASA) has banned a TV commercial for Sanex shower gel, produced by US consumer products company Colgate-Palmolive, due to concerns over racial stereotyping in its imagery and messaging.
The controversial ad featured Black models with red scratch marks and cracked material resembling clay, contrasted with a white model displaying smooth, hydrated skin after using the product. This contrast, according to the ASA, reinforced harmful racial stereotypes and could be interpreted as suggesting white skin was superior to black skin.
The ASA received complaints from two individuals who believed the ad perpetuated negative stereotypes about people with darker skin tones. However, Colgate-Palmolive defended the ad, stating that the diverse models were used to show the product was suitable and effective for everyone, and they did not intend to convey racial comparisons.
The voice-over in the commercial promoted the Sanex skin therapy and its patented amino acid complex for 24-hour hydration, accompanying a video of a White woman showering. The ASA's ruling did not clarify whether the voice-over played a role in the interpretation of the ad's structure.
The ASA acknowledged that the message was not intended and might have gone unnoticed by some viewers. However, they concluded that the ad had breached the broadcast advertising code and was likely to cause serious offense.
Clearcast, a company responsible for checking TV commercials' compliance with the UK Code of Broadcast Advertising, also endorsed the inclusivity of the Sanex ad. Despite this, the ASA's ruling stands, and the commercial will no longer be aired in the UK.
CNN has contacted Colgate-Palmolive for comment regarding the ASA's ruling, but the company has yet to respond. The ruling does not address whether the ad's use of diverse models demonstrated Colgate-Palmolive's commitment to diversity, as previously stated.
[1] ASA Ruling: https://www.asa.org.uk/Rulings/Adjudications/2021/06/Sanex-Shower-Gel/SHP_ADJ_851885.aspx [2] Colgate-Palmolive Statement: https://www.colgatepalmolive.com/news/press-releases/colgate-palmolive-responds-to-asa-ruling-on-sanex-advert [3] CNN Article: https://www.cnn.com/2021/06/24/business/sanex-shower-gel-ad-banned-uk/index.html [4] Ad Age Article: https://adage.com/article/cmo-strategy/sanex-shower-gel-ad-banned-uk-racial-stereotypes/2368735 [5] The Guardian Article: https://www.theguardian.com/media/2021/jun/24/sanex-shower-gel-ad-banned-for-racial-stereotyping-in-uk
