Sanex Shower Gel Advert Banned in UK for Racist Skin Stereotype
A television advert for Sanex shower gel has been pulled from UK screens after regulators ruled it reinforced damaging racial stereotypes by portraying black skin as “problematic” and white skin as “superior.”
The Advertising Standards Authority (ASA) confirmed that two viewers raised concerns about the ad, which aired in June.
Their complaints centred on scenes showing dark-skinned models with cracked, clay-like skin and exaggerated scratch marks, accompanied by a voiceover: “To those who might scratch day and night. To those whose skin will feel dried out even by water.”
Moments later, the focus shifted to a white woman showering, her skin smooth and refreshed as the narrator added: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For a 24-hour hydration feel. Relief could be as simple as a shower.”
The ASA said the overall impression gave the appearance that black skin was “uncomfortable” and only white skin was shown as successfully “transformed.”
In its ruling, the watchdog stated: “We considered that could be interpreted as suggesting that white skin was superior to black skin. We concluded that the ad included a racial stereotype and was therefore likely to cause serious offence.”
This advert for Sanex shower gel has been banned by the Advertising Standards Authority on the grounds that it “suggests that white skin is superior to black skin”.
The charge? Because the dark-skinned model happens to have dry and itchy skin and the white-skinned model… pic.twitter.com/WglNuw1N2Y
— James Esses (@JamesEsses) August 20, 2025
The authority ordered Colgate-Palmolive, the multinational behind Sanex, to ensure no future campaigns risked causing serious offence on racial grounds.
Colgate-Palmolive defended the advert, insisting it was meant to show a before-and-after effect rather than pit skin tones against each other.
The company said: “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.”
Clearcast, the body responsible for approving adverts for broadcast, also backed Sanex. It argued that one model was presented in a “stylised and unrealistic way” to visualise dryness and another, scratching skin that was otherwise healthy, meaning “skin tone was otherwise not a focal point.”
Despite those defences, the ASA found that the imagery and structure of the advert reinforced negative racial stereotypes, whether intentional or not.
“The ad was likely to reinforce the negative and offensive racial stereotype that black skin was problematic and that white skin was superior,” the ruling concluded.
The decision highlights ongoing scrutiny of how beauty and skincare products are marketed in the UK, particularly where adverts risk reinforcing outdated or offensive messages about race and identity.
For now, the Sanex shower gel advert will not be allowed back on UK television in its current form.
