The Advertising Standards Authority (ASA) has banned a TV advert released by personal care brand Sanex for containing negative racial stereotypes.
The advert, which aired in June 2025, depicted scenes of a black woman with red scratch marks and another covered with a cracked, clay-like material.
A 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."
This line was played alongside a visual of a white woman having a shower with the Sanex product.
Two complainants believed these visuals perpetuated negative stereotypes about people with darker skin tones.
The UK’s advertising watchdog concluded that the ad from the Colgate-Palmolive-owned brand was structured in a way that black skin was shown to be “problematic and uncomfortable”.
The white skin, meanwhile, was depicted as “smoother and cleaner after using the product”.
“We considered that could be interpreted as suggesting that white skin was superior to black skin,” the ASA said in a statement.
“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.”
In response to the complaint, Colgate-Palmolive told the ASA that the ad was intended to show models with varied backgrounds, skin tones and ethnicities.
Colgate-Palmolive stated to the ASA that 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 believed the ad did not “perpetuate negative racial stereotypes and was not likely to cause serious or widespread offence”, according to the ASA.
A Sanex spokesperson told Cosmetics Business: "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."
The advertising watchdog upheld the complaints and the ad must not appear again.
The ASA added: “We told Colgate-Palmolive to ensure they avoided causing serious offence on the grounds of race.”
Cosmetics Business has contacted Colgate-Palmolive for a statement.