A Cautionary Tale in Brand Sensitivity
The UK’s Advertising Standards Authority (ASA) has banned a Sanex shower gel advertisement over concerns that it reinforced racial stereotypes—specifically implying that Black skin is “problematic” and that white skin is “superior.” The move adds to a growing list of recent regulatory actions calling brands to account for harmful imagery.
What Went Wrong in the Sanex Ad?
The controversial ad, which aired in June, featured two contrasting scenes: a Black woman with visibly irritated, dry skin, and a white woman with smooth, hydrated skin following the product’s use. An accompanying voiceover said:
“To those who might scratch day and night. To those whose skin will feel dried out—even by water… Relief could be as simple as a shower.”
Approximately two complaints prompted the ASA to rule that the ad’s “before-and-after” structure made a problematic comparison—Black skin was visually associated with discomfort, while white skin appeared fixed and ideal. The watchdog deemed this structure “likely to cause serious offence,” determining that it echoed a racial stereotype and thus breached UK advertising rules. The ad has been banned in its current form.
Sanex and Clearcast Respond
Colgate-Palmolive, the company behind Sanex, defended the ad’s intent, stating it aimed to show the product’s effectiveness across all skin types. The company emphasized it featured diverse models intentionally and did not focus on skin tone. The ad’s approver, Clearcast, echoed this, describing the ad as inclusive and not stereotyping.
Despite these defenses, the ASA held that intent matters less than perception—what viewers reasonably interpret from the imagery.
A Broader Trend of Advertising Accountability
This decision comes amid intensified scrutiny of brand messaging in the UK. Earlier this month, Zara was also called out by the ASA for using overly thin models described as “socially irresponsible.” These regulatory interventions highlight a shift toward more conscientious marketing that respects diversity and rejects harmful ideals.
What Brands Can Learn
| Insight | Why It Matters |
|---|---|
| Visual Sensitivity | Juxtaposing skin tones—even with benign intent—can unintentionally reinforce harmful hierarchies. |
| Perception Over Intent | Audiences interpret context; even well-meaning ads must consider how images can resonate. |
| Need for Diverse Voice in Creative | Sensitivity review and diverse creative input can prevent messaging pitfalls before launch. |
Final Thoughts
The Sanex ad ban underscores how advertising doesn’t exist in a vacuum. In today’s environment, diversity and inclusion are no longer optional—they are essential considerations in every creative brief. Brands must move from awareness to action, ensuring their content empowers rather than alienates.
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