Ad description
A TV ad for Sanex shower gel seen in June 2025. The ad included a voiceover that stated, "To those who might scratch day and night. To those whose skin will feel dried out even by water" alongside scenes of a black woman with red scratch marks and another covered with a cracked clay-like material. The ad then stated, "Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24 hour hydration feel" alongside a visual of a white woman having a shower with the Sanex product. At the end of the ad, on-screen text and the voiceover stated, "RELIEF COULD BE AS SIMPLE AS A SHOWER".
Issue
Two complainants who believed the ad perpetuated negative stereotypes about people with darker skin tones, challenged whether the ad was offensive.
Response
Colgate-Palmolive (UK) Ltd said they were dedicated to providing solutions for all types of skin, regardless of the individual’s background. As part of their commitment to diversity, the ad featured models with varied backgrounds, skin tones and ethnicities. The depiction of diverse models in the ad, either experiencing skin discomfort or post-product relief, was utilised in a “before and after” scenario to show their product was suitable and effective for all, rather than as a comparison based on race or ethnicity. On that basis, they believed the ad did not perpetuate negative racial stereotypes and was not likely to cause serious or widespread offence.
Clearcast said the ad did not perpetuate negative racial stereotypes and instead demonstrated the product’s inclusivity. They explained that one model with darker skin was shown with dry skin. However, it was depicted in a stylised and unrealistic way to demonstrate dryness. Further to that her skin tone was not a focal point. A second model, also with darker skin, was shown with itchy skin. However, that was portrayed through scratching visibly healthy skin and the resulting marks. It was therefore more about sensation than any visible skin condition. They said that the ad illustrated a “before and after” effect using the product and as such did not breach the Code.
Assessment
Upheld
The BCAP Code required marketers to ensure that ads did not contain anything that was likely to cause serious or widespread offence, with particular care to be taken to avoid causing offence on grounds of various characteristics, including race.
The ad featured two models with black skin and one model with white skin. The ASA accepted that the use of the different skin colours was a means of portraying a “before and after” of the product’s use, which created a juxtaposition of black skin shown as itchy, dry and cracked in the ‘before’ scenes, and white skin shown as smoother skin in the ‘after' scenes. The ad was therefore structured in such a way that it was the black skin, depicted in association with itchy and dry skin, which was shown to be problematic and uncomfortable, whereas the white skin, depicted as smoother and clean after using the product, was shown successfully changed and resolved. We considered that could be interpreted as suggesting that white skin was superior to black skin.
Although we understood that this message was not the one intended and might appear coincidental or pass unnoticed by some viewers, we considered that the ad was likely to reinforce the negative and offensive racial stereotype that black skin was problematic and that white skin was superior.
We concluded that the ad included a racial stereotype and was therefore likely to cause serious offence.
The ad breached BCAP Code rule 4.2 (Harm and offence).
Action
The ad must not appear again in the form complained of. We told Colgate-Palmolive (UK) Ltd to ensure they avoided causing serious offence on the grounds of race.
