The Advertising Standards Authority (ASA) has banned a Sanex shower gel TV ad for portraying dark skin as cracked and white skin as smooth, reinforcing a racial stereotype. The ad, broadcast in June, showed two dark-skinned models with itchy or dry skin, followed by a white model with flawless skin.

The ASA upheld complaints stating the visuals could be interpreted as suggesting white skin was superior to black skin, even though the brand Colgate-Palmolive said the intention was to highlight a “before and after” effect for different skin types.

In the advert, one dark-skinned model scratched their body, leaving bright orange streaks, while another was shown with a clay-like cracked texture. The white model was shown showering with smooth, healthy-looking skin, accompanied by a voiceover promoting Sanex Skin Therapy for 24-hour hydration.

The ASA ruled the ad breached broadcast codes and cannot be shown again in the same format. While the regulator accepted the racial message was not intentional, it warned the company to avoid causing serious offence on grounds of race in future campaigns.

Sanex defended its ad, saying it was meant to demonstrate skin health for all types. The incident highlights how advertising must carefully consider racial sensitivities while promoting products.