Sanex has drawn the ire of the ASA for featuring a racial stereotype in one of its TV ads.
The ad, seen in June, featured scenes of one black woman with red scratch marks and another black woman covered in a cracked clay-like material.
These scenes were accompanied by a voiceover, which stated: “To those who might scratch day and night. To those whose skin will feel dried out even by water.”
The voiceover 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.”
Two complainants, who believed the ad perpetuated negative stereotypes about people with darker skin tones, challenged whether the ad was offensive.
Sanex owner Colgate-Palmolive UK said it was dedicated to providing solutions for all types of skin, regardless of the individual’s background.
As part of its commitment to diversity, the ad featured models with varied backgrounds, skin tones and ethnicities, it said.
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, Colgate-Palmolive explained.
On that basis, it 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.
It explained that one model with darker skin was shown with dry skin; however, this was depicted in a stylised and unrealistic way. Further to that her skin tone was not a focal point, Clearcast stressed.
The verdict
Despite this, the ASA upheld the complaint, as it 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, and white skin shown as smoother.
“Although the ASA 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.”
Therefore, the ASA ruled that the ad must not appear again in the form complained of.
A spokeswoman for Sanex told The Grocer: “We take note of the ASA council’s ruling.
“Our advert was intended to highlight how our Skin Therapy range supports healthy skin across a variety of skin types.
“At Sanex, our mission is to champion skin health for all, which is portrayed across our brand communications.”
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