The British Authority for Advertising (ASA) has an advertisement for shower gel from the Sanex brand banned from British television. According to ASA, advertising reinforces a racial stereotype, because models with black skin are used for images about skin problems.
The advertisement starts with a woman with black skin, who scratches because she has itchy and leaves orange scratches. “For those who have itchy day and night,” says a voice-over.
Then you can see another black woman. Her skin is covered with a crumbled clay layer. “For those whose skin feels dried out”, you can hear.
A white model then showered and uses the Sanex shower gel. The woman is a model for healthy skin. “Lighting can be as simple as a shower,” says the last shot.
The way in which the black and white models are used, combined with the final message, is racist according to ASA. The advertising thus violates the British advertising code, which contains the regulations that advertisements must meet.
“The white skin is portrayed as smoother and cleaner,” says the ASA. “This can be interpreted as the suggestion that the white skin is superior to black skin.”
The ASA realizes that that message was not the intention of Colgate-Palmolive, the parent company of Sanex. The authority asks the company to prevent people from being hurt on the basis of their skin color. The ASA started an investigation into advertising after she received two complaints.
Colgate-Palmolive wanted to show with the advertising that the product is suitable for every skin, the company tells BBC . The company said it opted for models with different skin colors to contribute to diversity in its advertisements.
The British Advertising Authority (ASA) Has Banned an Advertisement for Sanex Shower Gel From British Television. Accordance to the asa, the advertisement reinforces a racial stereotype because models with black skin are used in images about skin problems.
The Advertisement Begins with a Woman With Black Skin Scratching because She is itchy, Leaving Orange Scratches. “For Those Who Itch Day and Night,” Says a Voice-over.
Then Another Black Woman is Seen. Her Skin is covered with a cracked layer of clay. “For Those Whose Skin Feels Dry,” is Heard.
A white model then showers and uses sanex shower gel. The Woman Models Healthy Skin. “Relief can be as simple as a shower,” the last shot says.
The way the black and white models are used, combined with the final message, is racist, accordance to the asa. The advertisement Therefore Violates The British Advertising Code, which contains the regulations that advertisements must comply with.
“White Skin is portrayed as smoothher and cleaner,” Says the Asa. “This can be interpreted as suggestion that white skin is superior to black skin.”
The Asa Realizes That This Message was not the Intention of Colgate-Palmolive, Sanex’s Parent Company. The Authority Asks The Company to Prevent People From Being Hurt Based On Their Skin Color in Future Expressions. The Asa was an investment Into the advertisement after Receiving Two Complaints.
Colgate-Palmolive Wanted to Show With the Advertisement That The Product is Suitable for Every Skin, The Company Tells BBC . The Company Says It Chose Models with Different Skin Colors to Contribute to Diversity in Its Advertisements.