A sanex shower gel television advertisement has been banned Advertising standard authority (ASA) to strengthen an aggressive racial stereotype.
Swargi ruled the advertisement, which suggested black skin Was “problematic” and white skin “superior”, there should be no air again.
After this two Complaints That it eliminated negative Lakir’s fakir About dark skin tones.
The advertisement seen in June included a voiceover stating: “Those who can scratch day and night. For those whose skin will dry up with water,” with red scratch marks covered with a black woman’s scenes and one and one with one and a torn soil-like material.
With scenes from a white woman taking a shower with the product, the advertisement then said: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24 -hour hydration feel.”
Advertisement ended with on-screen text and voiceover: “Relief can be as simple as a shower.”
The Colgate-Palmolive, who owns the Sanex brand, said that the depiction of various models in the AD, either experiencing skin discomfort or post-product relief, was shown “before and after” in the landscape, to show that their product was suitable and effective for all, instead of a comparison based on a comparison based on a comparison based on a comparison based on a comparison on a comparison based on a comparison based on a comparison Race Or ethnicity.
On that basis, it is believed that the advertisement did not eliminate negative racial stereotypes and was unlikely to be severe or widespread crime.
Clearcast, which approves or rejects advertisements for broadcasting on television, stated that the advertisement did not eliminate negative racial stereotypes and instead demonstrated the incorporation of the product.
The agency stated that a model with dark skin was painted in “styling and unrealistic ways” to display dryness, but her skin tone was not otherwise a focal point.
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A second model, also with dark skin, was shown with itchy skin, but it was depicted through blind healthy skin and scratching scars, and therefore more about sensation than any visible skin condition.
The ASA stated that the use of various skin colors was a means of depicting “before and after” the use of the product, which was made a juice of black skin, shown in itching, dry and “before the scenes”, and fair skin was shown as smooth skin in “scenes”.
The Watchdog said: “Therefore the advertisement was structured in such a way that it was black skin, which was shown with itching and dry skin collaboration, which was shown to be problematic and uncomfortable, while white skin was shown as smooth and clean after using the product, successfully changed and resolved.
“We admitted that it could be suggested that fair skin was better than black skin.”
ASA said: “Although we understood that this message was not an intention and could be manifested by coincidence or could not be noted by some audiences, we believed that the advertisement was likely to strengthen the negative and aggressive racial stereotype that black skin was problematic and white skin was superior.
“We concluded that the advertisement consisted of a racial stereotype and hence it was likely to be a serious crime.”
It “asked Colgate-Palmolive to ensure that they to avoid creating serious offenses on the basis of race”.
Colgate-palmolive has been contacted for comment.
