A television advert for Sanex shower gel has been banned in the United Kingdom after complaints that it portrayed black skin as “problematic” while presenting white skin as “superior.”
The Advertising Standards Authority (ASA) announced its decision following an investigation triggered by viewer complaints. The ad, first broadcast in June, was swiftly criticised online and by campaigners for promoting harmful stereotypes about darker skin tones.
The 30-second commercial featured a voiceover saying, “To those who might scratch day and night. To those whose skin will feel dried out even by water,” while showing a black woman with visible red scratches and another covered in cracked, clay-like material.
The scene then cut to a white woman stepping into a shower and using Sanex shower gel, as the narrator continued: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24-hour hydration feel.”
Critics argued that the juxtaposition of images suggested that black skin was inherently flawed and that the solution lay in adopting the “whiteness” symbolised by the second model.
Watchdog ruling
The ASA said it received two formal complaints, both objecting to the way the advert reinforced racial stereotypes. After reviewing the material, the regulator agreed that the imagery and narrative risked conveying “the implication that darker skin was undesirable or inferior.”
In a statement, the ASA explained:
“Although advertisers are free to present the benefits of skincare products, they must avoid content that reinforces discriminatory ideas. We concluded that the Sanex ad breached advertising standards and must not appear again in its current form.”
Public reaction
The advert had already drawn widespread criticism on social media before the ban was confirmed. One user on X (formerly Twitter) wrote: “This advert for Sanex shower gel has been banned … It suggests that white skin is superior to black skin.”
Another pointed out that the company could have easily avoided controversy, saying: “Just use the same model for before and after. Surely that’s how you demonstrate the benefit of the product.”
Company response
Sanex, owned by Colgate-Palmolive, has not yet released a detailed public statement on the ruling. However, the company is expected to review its future marketing campaigns more carefully to avoid accusations of racial insensitivity.
The case highlights ongoing scrutiny over how personal care and beauty products are advertised, particularly regarding race and representation.
For now, the Sanex advert joins a growing list of banned campaigns in the UK that regulators say cross the line into discriminatory or offensive messaging.
