- Says ad breaches ethical rules
By Obinna Uballa
Britain’s Advertising Standards Authority (ASA) has banned a Sanex shower gel advert by US consumer goods giant Colgate-Palmolive for implying that black skin was “problematic” while portraying white skin as “superior.”
The regulator said it acted after receiving two complaints about the TV commercial, which were aired in June. The advert showed two black models with “itchy and dry skin” described as problematic, contrasted with a white model depicted as having smooth, healthy skin.
“We considered that could be interpreted as suggesting that white skin was superior to black skin,” the ASA said in its ruling on Wednesday.
The watchdog ordered that the advert must not be broadcast again, noting it breached rules against harmful and offensive advertising.
Colgate-Palmolive argued that the commercial was meant to show a “before-and-after” skincare scenario and not to compare races. The company insisted the message was that the product was suitable for all skin types.
While the ASA accepted that the intent was not deliberate, it warned the company to exercise greater care in future to “avoid causing serious offence on the grounds of race.”
