The UK’s advertising watchdog has banned a Sanex shower gel commercial after ruling it reinforced harmful racial stereotypes. The ad depicted a Black woman with irritated, flaky skin in the “before” scenes and then transitioned to a white woman with smooth, hydrated skin in the “after.” Critics argued that the portrayal implied that Black skin is problematic and that white skin is superior—sending an offensive and damaging message to viewers.
Sanex’s parent company, Colgate-Palmolive, defended the ad as inclusive, stating it was meant to show product effectiveness across diverse skin types. The ad approval body, Clearcast, made a similar defense. Despite this, the regulator found the juxtaposition problematic and ruled the commercial must no longer be broadcast in its existing form to avoid causing offense on the grounds of race.
The decision highlights growing scrutiny of advertising that unintentionally reinforces stereotypes. It sends a strong message: brands must be mindful of how visual cues and contrasts can be perceived—whether deliberate or not. As attitudes around representation evolve, such rulings serve as a wake-up call for advertisers to approach storytelling with sensitivity and awareness.