October marks Black History Month, a time to honour and celebrate the contributions of generations of people of African and Caribbean descent who have helped shape Britain’s national and cultural life. For many advertisers, it’s also an opportunity to spotlight Black culture and champion racial diversity through their campaigns.
While this can be done positively and promote inclusivity, it’s essential that advertisers approach it with sensitivity and care. Advertisers haven’t always got it right, and the ASA has dealt with cases where the Code was breached.
These are some important takeaways from ASA investigations into this topic.
Avoid reinforcing harmful stereotypes
Imagery and language that imply racial superiority or inferiority are likely to breach the Codes. In one recent case, an ad was found to be offensive for implying that black skin was problematic whilst white skin was superior. The ad featured a model with black skin and another with white, and, when using a “before and after” comparison, the ad depicted the black skin in the context of ‘itchy and dry’ skin, which was shown to be problematic and uncomfortable. However, the white skin was depicted after using the product as ‘clean and smooth’. The ASA ruled that the ad perpetuated harmful stereotypes and upheld complaints.
Be mindful of racial implications in messaging
An ad featuring Floyd Mayweather with the phrase “always bet on black” was upheld because it suggested that race should determine the outcome of a boxing match. The ASA considered that the ad implied a racial divide and could be seen as offensive.
Similarly, in another case, which featured a “golly” character alongside the words “English Freedom” was ruled against. The ASA found that the imagery and wording could be interpreted as a negative reference to race or immigration, and likely to cause serious offence.
Context matters in cultural representation
Not all complaints result in upheld rulings. In one case, an ad was challenged for allegedly perpetuating the stereotype that black people love fried chicken. While the ASA acknowledged the prominence of black characters, it did not consider the portrayal to be derogatory or to suggest that all black people shared the same preferences. The complaint was not upheld, highlighting the importance of context and execution.
Be mindful of humour
Humour can be a powerful tool in advertising, but it must be used responsibly. A Facebook post titled “Black Cars Matter” was upheld despite the advertiser claiming it was a harmless pun. The ASA found that the ad trivialised the Black Lives Matter movement and objectified black men, making it likely to cause serious offence.
Supporting diversity in advertising
The ASA and CAP fully support the industry’s efforts to promote greater diversity and inclusion in advertising. As such, we encourage advertisers to celebrate Black History Month in ways that are respectful and aligned with the Codes. Generally, we would advise making sure your ad is respectful and authentic, rather than tokenistic. We’d also recommend seeking views from the black community where relevant – advertising should be about promoting people, beliefs and experiences, and authenticity can only come through communication.
If in doubt, our Copy Advice team is on hand to help with your ads. Have a brilliant Black History Month!
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