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The Guardian - UK
The Guardian - UK
Business
Lauren Almeida

Shower gel ad gets UK ban for suggesting black skin is problematic

United Kingdom ASA ColgatePalmolive
Black skin covered with a cracked clay-like material.
A screengrab from the advert. A voiceover said: ‘To those who might scratch day and night,’ before the screen changed to a white woman taking a shower with Sanex. Photograph: ASA/PA

A television advert for Sanex shower gel has been banned in the UK for appearing to suggest that black skin is “problematic” and white skin is “superior”.

The Advertising Standards Authority (ASA) acted after investigating two complaints that the ad fed negative stereotypes about people with darker skin tones.

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